News & Insights

In our latest staff Q&A, we find out about Iya Brocklehurst, Business Development Manager

1. How does your current role align with your professional interests?

I really enjoy the mix of communication, data and growth. I’ve always been interested in applied linguistics, which actually translates surprisingly well into business development.

At the end of the day, even in a very data-driven industry, partnerships still come down to trust, communication and understanding people properly. Fancy technology helps, of course, but so does replying to emails on time.

2. What element of your job makes you feel most connected to live events and audiences?

One of the best parts is meeting brilliant people across the industry, both colleagues and clients. There is always a real buzz around major racing events, and I love experiencing that atmosphere in person.

Working in racing also means I usually know exactly when it is time to prepare the fascinator!

3. How do you think data and analytics are reshaping the way fans interact with sport?

Over the past three months at Podium, I’ve seen how quickly fans engage when complex data is turned into smart tips and clean visuals that make sense instantly.

Clients love that they do not need a spreadsheet and a maths degree to understand what is happening anymore! Good analytics should feel effortless. If people can understand it at first glance, they stay engaged for much longer, and Racing Clarity is living proof of that!

4. What role do you think live data plays in enhancing the fan experience?

Live data keeps fans engaged because the story changes every second. A good visual or smart insight can instantly make sport feel more immersive and far easier to follow.

Commercially, it also changes the relationship with audiences. Brands are no longer just talking at fans, they are interacting with them in real time. Much more engaging, and definitely more fun than staring at a static league table from 2007.

5. What’s the most exciting use of real-time data in sport you’ve seen lately?

For me, it’s how predictive data and visuals are now blending seamlessly into live experiences. When data is presented properly, fans can understand what is happening instantly without needing to decode a spreadsheet for twenty minutes.

You also have to account for modern attention spans, which seem to get shorter by the week. Audiences expect insights immediately now. Patience as a concept is hanging on by a thread.

6. What sporting mindset or mantra do you try to bring into your workday?

Very simple. “Gold is winning. Anything else is losing.”

Maybe that sounds slightly dramatic for a Tuesday morning intro call, but mindset matters. In business development especially, positive energy is contagious.

7. What’s one challenge in your job that feels like being “in the final minutes of a close game”?

Trying to get contracts signed ahead of the World Cup definitely feels like that sometimes.

I must admit, those periods are also exciting because you see teams collaborating brilliantly. Usually powered by slightly too much coffee as well!

8. Which athlete do you think would make the best CEO?

Personally, I’ve been a fan of figure skating since I was a kid, so probably Alina Zagitova. Winning every major gold title takes incredible discipline, consistency and composure under pressure.

I admire people who combine technical excellence with high standards. In business, you also have to set standards and challenges high whilst accepting there is always risk involved. And that balance is probably rarer than an inbox with no unread emails!

9. What sport would you love to try but never have?

I’d love to try figure skating. I’ve always admired it, but after watching the level of balance, discipline and elegance involved, I also have a healthy respect for how quickly it could end quite badly for me!

By Sean Donkin, Commercial Marketing & Account Manager, Podium 

There is a category of sporting events that sits apart from everything else on the annual calendar. Not the Grand National. Not the Super Bowl. Not Wimbledon. Those are all major events with commercial significance, and an important anchor point in any operator’s annual plan. But operators know they are coming routinely plan for them.

The sporting events I am referring to are different: The FIFA World Cup, The Ryder Cup. The Rugby World Cup. The Olympics. Events which happen every few years.

These are the moments that reach far beyond the typical betting audience as they capture casual fans, lapsed bettors, and first-time depositors who wouldn’t normally engage with a betting product. They arrive less frequent and create a retention opportunity that the industry has never fully tapped into.

The spike is predictable. The drop-off still catches operators off guard.

Major tournament betting volumes are extraordinary. During the 2022 FIFA World Cup, more than 90 million* bets were placed in the group stage alone, a surge of engagement from audiences who are not part of an operator’s regular active base.

What happens next is predictable, and that is precisely the problem. Most casual bettors acquired experience the event, then leave, so operators lost a potential regular customer having done the initial hard work of acquiring them.

The key challenge is the absence of a natural follow-up, as the annual sports calendar creates its own migration bridge. When the event is finished, there is no comparable event waiting in the wings, making it a key challenge for operators, meaning they need to create a reason for them to return.

The framework: from tentpole to year-round

Operators who handle tentpole retention well share a common approach. They treat the event not as a campaign endpoint, but an opportunity for customer engagement & retention.

Before the event: segment by intent, not by deposit

Retention planning must begin pre-tournament. Setting up to capture key behavioural signals will support long-term value such as capturing cross-sport browsing, in-play market engagement, bet builder usage, session frequency on non-marquee fixtures, because if you can’t tag curiosity during the tournament, you cannot act on it when the tournament ends.

The bettor who watches the Olympic 100m final and then browses athletics markets the following morning is telling you something important. Segmentation by behavioural intent is where the difference between a spike and a retained user is made.

During the event: build habits, not just turnover

The temptation during any tentpole event is to maximise short-term volume. The smarter play is to use that engagement window to establish repeatable behaviours.

Promoting in-play derivative markets, predictive content, and same-game multis encourages deeper product interaction than match-result singles. A bettor who builds in-play habits during a World Cup is more likely to bring those habits to domestic sports when the tournament ends. Retention is habit-led, not promotion-led.

Immediately post-event: the seven-day window

The most critical retention period after any tentpole event is the first seven days and this is where the annual sports calendar earns its strategic value.

The World Cup ends in July. The racing calendar does not. Horse racing offers daily high-frequency events, strong in-play opportunities, and derivative markets that mirror the engagement patterns established during football tournaments. It is one of the most effective post-tournament bridges in any operator’s toolkit, and it is available every single day. Domestic football returns in August. Tennis Grand Slams continue through the summer. The annual sports calendar is dense enough to sustain engagement, but only if the operator has built the bridge before the final whistle.

The Ryder Cup, the Rugby World Cup, the Olympics, all create the same dynamic when they arrive. The operators building the infrastructure now are the ones who will not be caught out again.

Shift from promotion to content: weeks two to eight

Post-event churn accelerates when operators respond to declining engagement with heavier promotional activity. The cost rises. The margin falls. The users who stay for a bonus do not necessarily stay beyond it.

The operators who sustain engagement in the quieter weeks embed real-time data, premium statistics, predictive insights, and personalised in-play prompts into the user journey. Longer session times, stronger in-play participation, and reduced dependency on bonus activity follow. In regulated markets where promotional scrutiny is intensifying, this shift is not just commercially sensible, it is increasingly necessary.

Sources

*https://igamingbusiness.com/sports-betting/stopping-the-churn-user-retention-after-big-tournaments/ 

In our latest staff Q&A, we find out about Sam Wilson, Director of Operations

Which athlete do you think demonstrated the strongest mindset under pressure?

Ben Stokes. Headingley. August 2019. An unbelievable display of character, stamina, and calculated risk taking under pressure to win a match single-handed and keep the Ashes alive. I regularly revisit the TV highlights and Test Match Special commentary of the final hour of this match to relive the drama and pure joy I felt as Stokes slowly took his team towards victory. And to see the Aussies’ faces as he was doing it

What’s your favourite sports tournament and why?

I have fallen in and out of love with football over my adult life and generally think there’s far too much of it now, but there is still something magical about a football World Cup. Every four years I tell myself I’m not going to be as bothered about it as I used to be, but every time I get sucked in and end up watching most matches and am a bag of nervous energy when England play.

Have you ever played sport competitively? If so, what did it teach you about performance, pressure, or teamwork?

I used to play tennis at junior level to a pretty high standard. The thing that held me back was my temper. Looking back now, if I had not shown my emotions and kept my cool in more pressure situations, I may have won a few more tournaments, and kept a few more racquets intact!

Did you collect anything growing up – stickers, kits, memorabilia?

I was a big Panini football sticker fiend in the early to mid 90s. The thrill of filling up a sticker book and the promise that came with the purchase and opening a new pack of stickers was unmatched. I only ever managed to complete one book though.

If you could play any position in any sport professionally, what would it be and for which team?

Striker for Manchester United and England. Being a grassroots football coach (I coach my 10-year-old son’s team), I have a respect for any position on the football pitch and love seeing a creative midfielder or fast and skilful winger in action, but I have always had a special place in my heart for a clinical goalscorer. Football is about scoring goals, we need more out-and-out goalscorers in the modern game.

What’s the first sporting event you remember watching and what impact did it have on you?

Italia 90 – I was 9. I vividly remember watching the opening game, Argentina v Cameroon, and was instantly hooked. The stadiums, the colours, the wide array of great players I’d never heard of, Gazza’s tears, Italia 90 had it all.

Is there a rivalry in sport that you find especially compelling? Why?

I mentioned earlier about how I think there’s far too much football on now, and I think it’s a problem across many sports, mainly my other love – cricket. With so many franchise tournaments on now, the top players and teams play against each other far too much for international matches or series, and rivalries, for it to really matter. That’s why the Ashes still stands out and should not change. I am a big advocate for change in many ways, but traditions are equally important. England v Australia in Test cricket has so much history and is still seen by many players as the pinnacle. I really hope that never changes.

What’s one sporting rule or format you’d change and why?

Spending my weekends heavily involved in grassroots football and helping children develop a love of sport, before any skills the most important thing I teach the kids is values and respect for one another, the opposition, coaches, and referees. My biggest issue with football generally is the lack of respect shown towards officials, and it starts on the field in the professional game. I would personally stop coaches from being allowed to criticise referees in the media and give officials the power to send a player off for any bad or confrontational language, and for any form of cheating. Immediate red cards and a non-negotiable three-match ban would stamp out a lot of disrespectful behaviour quite quickly.

What type of bet do you think brings the most excitement – a last-minute winner, a long-shot outsider, or a perfectly predicted accumulator?

A perfectly formed accumulator that you have invested time in building on a Friday night or Saturday morning is a thing of beauty when it comes off. It’s a pity that’s a rare feeling for me!

How do you think data and analytics are reshaping the way fans interact with sport?

Every fan has an opinion. The increase in availability of data and analytics has given more fans the information to support their opinions, which can only be a good thing. Just please don’t talk to me about XG in football. Goals win football matches, not expected goals. If a team has 20 shots to the opposition’s one and the opposition wins, they deserved to because they put the ball in the net, you didn’t.

Connect with Sam: https://www.linkedin.com/in/sam-wilson-45b98a72/

What the Handicap Means for 2026

The Grand National weights have been released. This is the moment the race truly begins.

Every runner in the Grand National is allocated a weight by the official handicapper. The aim is simple. To give every horse an equal chance over Aintree’s 4 miles 2½ furlongs and 30 unique fences. But behind those numbers lies performance data, ratings analysis, and months of assessment.

So, what do the weights mean, why does it matter, and how does the weight shape the betting and content cycle in the build up to the race.

The Grand National is a handicap chase, meaning higher rated horses carry more weight than lower rated horses, with the top weight capped at 11st 12lb. The theory is balance and outcome uncertainty, and that uncertainty is what makes the Grand National one of the most compelling betting events in global sport.

The weight matters because it fuels debate. Can a top rated horse defy history? Does a lightly weighted horse have the profile to stay the distance? All these things influence the pricing and market formation, trend analysis & historical comparisons, editorial planning and previews, and whilst the weight is not the only standalone metric, it interacts with going preference, distance performance, jumping accuracy, pace profiles, and trainer form.

The weights announcement marks the beginning of the commercial build up. From this point, each area accelerates conversation and where structured horse racing data comes in. Historical performance and trends for each weight category, impact on age and experience under different burdens, performance of Irish v British, and market movement following final declarations.

Prior to the race, the field will be reduced to a maximum of 34 runners, which is decided through a phased elimination process reducing horse congestion and lowering risk of incident, preserving horse welfare.

The Grand National consistently delivers as one of the highest betting volumes in the racing and sports calendar. Here are the 2026 weights.

Podium, a leading global provider of trusted sports content and data solutions, has today announced an international deal with Woodbine Racetrack; one of North America’s top racing venues. The agreement marks the first time Podium’s services will be used to enrich the betting experience of North American audiences and represents a broadening collaboration with global racecourse rights owners.

Under the expansive new deal, Woodbine Racetrack will integrate Podium’s Edge Form content to bolster the digital experience it delivers to passionate racing fans, providing a more consistent experience across international racing.

Edge features comprehensive pre-race insights, including expert comments, selections and runner verdicts. Woodbine will also have access to Podium’s enhanced data services, such as past performance indicators, placement history and silks.

The deal with Woodbine Racetrack builds on Podium’s existing partnerships in North America and reinforces its role as a trusted provider to the global racing landscape.

Josh Sparke, Managing Director at Podium, says:

 “I’m proud of Podium’s reputation for fast, engaging data that elevates the racing experience for fans. Woodbine is one of North America’s leading racetracks and the premier location in Canada. This new partnership reflects our commitment to supplying high-quality data that deepens our expanding global network. As we move into new markets, integrity, reliability and quality will remain at the core of our business and the innovative data products we offer partners.”

Klaus Ebner, Director at Woodbine, says:

“Woodbine is committed to delivering a best-in-class digital racing experience for our fans, and partnering with Podium allows us to further enhance the depth and consistency of our racing content. Podium’s Edge will bring high-quality insights and data that align with our standards and supports our ambition to connect Canadian racing with a truly global audience. We’re excited to work with Podium as we continue to evolve how fans engage with our product.”

In our latest staff Q&A, we find out about Colin Armitage, Head of Sport & Print

Which team do you support, and how did that connection start?

Hull City. 21^st March 1987, my first game (they were my hometown club). At home to Derby County. A good friend of my mum’s took me to our old ground, Boothferry Park, a proper traditional football ground. Four free-standing floodlights with several dilapidated standing areas that wouldn’t get past the HSE nowadays. I was hooked from the word go. Andy Payton was my first favourite player.

What’s the most emotional match or moment you’ve experienced as a fan?

Unsurprisingly, following Hull. As a young lad I always said it was one of my dreams to see Hull play in the Premier League. In 2007/8, we played in the Championship Play-Off Final (and, I think I’m right in saying, first ever appearance at Wembley) which was an incredibly nerve-wracking day which we won 1-0, beating Bristol City thanks to a Dean Windass goal.

What’s a childhood sporting memory that sparked your love for sport?

The FIFA Would Cup 1986. It’s my first clear memory of a sporting event that really captured me – I was 8 years old. I remember it as it was the first time I’d been introduced to Panini football stickers, and I was on holiday in Scarborough at the time! Maradona’s Hand of God still bugs me now.

What’s a sporting mindset or mantra you try to bring into your workday?

In football terms, I guess it would be a pragmatic approach to playing, perhaps like Mourinho’s mantra. Be organised, be tough, be reliable and honest, take your opportunities when they come, work well in a team, and you’ll see the rewards.

What’s one challenge in your job that feels like being “in the final minutes of a close game”?

I guess you could say being heavily involved in contract negotiations and renewals with customers and suppliers. There’s a deadline fast approaching, and you know that every move will be critical for you to get the outcome you want. Tactics are critical to a positive outcome, and sometimes you might need to be more direct, as the clock ticks away.

Have you ever played sport competitively? If so, what did it teach you about performance, pressure, or teamwork?

I’ve played quite a few sports competitively over the years, football being the most predominant. I’m a player-coach for a men’s veterans football team so my leadership skills are really tested outside of work too. I find at amateur level, being successful it’s often more about togetherness, commitment, organisation and communication. We are good solid team without any “star” players. Just a good honest set of lads, and we’ve had success that way, achieving a cup and promotion (to the top division) double recently. We don’t score too many, but we certainly don’t concede too many either. The mantra “Strikers win you games, but defences win you championships” springs to mind!

What type of sporting bet do you think brings the most excitement — a last-minute winner, a long-shot outsider, or a perfectly predicted accumulator?

That’s a tough one….they’re all enjoyable! But probably an accumulator in the shape of a Bet builder. I’d consider myself a fair-weather gambler. So, if there’s a game on TV that I want to watch but have little to no allegiance to either of the teams, I’ll place a Bet Builder to make it that little more engaging. And I think that’s what sensible gambling can do – I see it more as a hobby than a way to make money. My misses looks at me funny, though, when I’m overtly celebrating 93^rd minute fouls in a game!

Are there lessons from your favourite sport or athlete that influence how you approach work?

Absolutely. I’m a fan of team sports, specifically football, but also rugby union. There are many aspects of the characteristics within those two sports that apply to my role and the successes we experience at Podium. Teamwork is the key one that I would highlight.

I consider myself lucky to be part of a passionate team who love sport, and care deeply about our customers. Just like the best teams, we know that how we work together matters as much as what we deliver.

Connect with Colin: https://www.linkedin.com/in/colin-armitage-988107a0/

In our latest staff Q&A, we find out about Richard Duncan, Head of New Business & Strategic Partnerships

What’s a childhood sporting memory that sparked your love for sport?

Watching World Cup Italia ’90 with my dad, I had no idea how tough things had been for England in the years running up, losing every group game at Euro ’88, and I was just a toddler when Maradona knocked us out in ’86. I didn’t grasp the history or the weight of it, I was just caught up in his excitement. I was the same age then as my son is now, and I can’t wait to watch this summer with them both.

What’s the most emotional match or moment you’ve experienced as a fan?

The 1999 FA Cup semi-final replay between Manchester United and Arsenal had absolutely everything. United went down to 10 men after Keane was sent off, Schmeichel saved a late Bergkamp penalty, and then Giggs tore through five of the best defenders of their day to score the winner. Even better that one of my best mates, a die-hard Gunner, had been bragging about Bergkamp barely five minutes earlier.

What’s your favourite sports tournament and why?

I watch the X Games every year. The way the athletes compete fiercely yet still root for one another and celebrate each other’s performances is something you rarely see in sport. I think when you’re doing something that dangerous, out in the shadow of a mountain, you gain a perspective that makes the small stuff seem less important, a mindset I wish more people could experience.

I couldn’t tell you why I got so interested in snow sport exactly. Seems strange when you consider I grew up in probably the flattest, low-lying part of Yorkshire, the wrong side of the Pennines where it never snows!

If you could play any position in any sport professionally, what would it be and for which team?

Sticking with snowboarding, I’d have loved to put in my 10,000 hours as a kid and compete for Team GB at the X Games, riding Slopestyle and Natural Selection as a backcountry freerider. Ungroomed, unpredictable terrain, powder, trees, cliffs, and natural kickers – that’s the dream.

Have you ever played sport competitively? If so, what did it teach you about performance, pressure, or teamwork?

I ran short and middle-distance track and field at county level. I was a small kid, but until I was 15 or 16, I consistently finished on the podium.

Eventually, the physicality of other sprinters caught up with me. My dad, who remembered Seb Coe winning 1500m gold in LA the summer after I was born, wanted me to shift my focus to the 800m and 1500m. We were a similar build and the same height, so it made sense, but I’ve always hated cardio, and soon after I quit. It was probably some of the best advice I ever had, and being a stubborn kid, I ignored it.

Years later, I made my Olympics debut at Beijing 2008, not as an athlete but as part of the UK’s national press agency team covering the Games. Seeing what might have been haunted me, but it taught me that I don’t know everything, and that every opportunity is worth exploring.

What type of bet do you think brings the most excitement — a last-minute winner, a long-shot outsider, or a perfectly predicted accumulator?

I love a wild acca. All outsiders and zero chance at a life-changing pay-out…here, take my money.

What’s one challenge in your job that feels like being “in the final minutes of a close game”?

Trying to hit the Q3 sales target while everyone is on holiday.

If you could design a new sports-based product or feature, what would it look like and why?

I would develop the ‘Racing Ledger’, a blockchain-based ecosystem built on Solana (SOL), designed to unify and simplify the fragmented world of global horse racing. It would serve as a single, transparent source of truth for every aspect of the sport – from breeding records and ownership data to pre-race entries, declarations, and real-time race-day data.

By leveraging Solana’s speed and scalability, Racing Ledger would record, verify, and connect all transactions and datasets across the industry – including rights holders, operators, regulators, breeders, and data providers – through smart contracts that ensure trust, traceability, and equitable value distribution.

Racing Ledger would transform how the sport’s complex ecosystem interacts, streamlining data exchange, reducing duplication and creating an open, auditable framework that gives every stakeholder true visibility and ownership of their part in racing’s digital supply chain.

I’m also in early-stage development of the flying pig, seeking investment. DM if interested.

Connect with Rich: https://www.linkedin.com/in/richoduncan/

By Pete Menzies, Senior Commercial Manager – APAC 

I’ll admit it…cricket and I have never been close. I don’t own a bat, I can’t name every fielding position, and I’ve never lasted the full five days of a Test match. But when the Ashes return to Australian soil, that all changes. Suddenly, even the most casual observer gets drawn into the rhythm of an Australian summer: beaches, barbecues, and backyard cricket. You might not follow every over, but when that first ball is bowled, the country shifts gears. 

I may not follow cricket closely, but the Ashes is the one contest I’ll always watch. The rivalry between England and Australia transcends sport, it’s steeped in history, pride, and fierce competitiveness. Every series tells a story of strategy, endurance, and national identity, and that intensity makes it impossible to look away. Even as an outsider to the game, the drama, tension, and narrative arcs of the Ashes command attention in a way no other cricket series can. 

The Ashes aren’t just another series; they’re part of Australia’s sporting DNA. Generations have grown up with its stories – Warne’s Ball of the Century, Ponting’s Boxing Day dominance, Langer and Hayden setting the tone at the Gabba, and, more recently, Ben Stokes’ miracle at Headingley that every Australian remembers for the wrong reasons. History, rivalry, and redemption all rolled into one, that’s what makes it unmissable. 

There’s something special about the way this series grips a nation. Even for those of us who don’t live and breathe cricket, the energy is contagious. It starts around the barbecue, in the office, or on the train: “Who opens at the Gabba?” or “Can Bazball hold up on Australian wickets?” The debates run hot, the pride runs deep, and by December, everyone’s got an opinion. 

This summer’s Ashes will be no exception. The schedule itself reads like a tour of national icons: 

• Perth Stadium, Perth (21–25 November 2025): where searing heat and bounce set the tone for the series. 
• The Gabba, Brisbane (4–8 December 2025): the only day/night pink-ball Test, where fast bowlers thrive under lights. 
• Adelaide Oval, Adelaide (17–21 December 2025): the series’ most tactical battleground, where patience, precision, and partnerships often decide the story. 
• Melbourne Cricket Ground, Melbourne (26–30 December 2025): the Boxing Day epic, a cauldron of 90,000 fans and pure theatre.  
• Sydney Cricket Ground, Sydney (4–8 January 2026): steeped in sentiment and tradition, where farewells become folklore.

Each Test tells its own story, and this year’s contest is perfectly balanced: England’s fearless Bazball meets Australia’s measured control. It’s a clash of philosophies, of tempo and temperament, and for those of us with a data-driven mindset, it’s a dream. Every delivery generates hundreds of insights: ball speed, seam movement, bounce, spin, trajectory. Predictive models interpret sessions in real time, broadcasters visualise the unseeable, and sportsbooks adjust markets ball by ball. 

It’s this hidden world, the data behind the drama, where Podium plays a key role. Our live feeds and analytics platforms allow broadcasters, sportsbooks, and media partners to enhance fan engagement and understanding. From ball-by-ball statistics to expert analysis, predictive models, and performance metrics, the Ashes becomes more than a match: it becomes a fully connected experience. Fans can follow narratives, anticipate outcomes, and stay engaged throughout every session, even if they aren’t watching every delivery. 

For all its complexity, the Ashes remains simple at heart. It’s about rivalry, resilience, and respect. It’s about kids bowling tennis balls in driveways, veterans reliving highlights, and an entire country quietly hoping for another summer of dominance. You don’t need to be a die-hard cricket fan to appreciate it, you just need to be here when it happens. 

As someone who’s spent a career helping partners navigate the intersection of sport, data, and digital experience, I’ve learned to value moments like this. The Ashes aren’t just five Tests; they’re a reminder of how sport unites people, drives innovation, and fuels passion, both on and off the field. 

So, while I might not spend every session glued to the screen, I’ll be watching: for the stories, strategy, and spectacle that only the Ashes can deliver. With the urn already in Australian hands, the stakes are high, every delivery counts, and the entire country will be tuned in. Even those of us who weren’t born cricket fans will find ourselves right there in the moment. 

Connect with Pete: https://www.linkedin.com/in/pme/ 

On 22 October 2025, Podium hosted the second International Horseracing Data Conference at AWS London, bringing together more than 75 attendees from leading rightsholders, sportsbooks, racing authorities, technology partners, and media organisations across the world.

A High-Quality Audience & Strong Industry Representation

The conference attracted senior figures from organisations including ARC, RMG, At The Races, Flutter, Unibet, SIS, TPD, Weatherbys, HRI, The Jockey Club, ATG, Dolby, among others. Engagement across sessions was strong, with excellent participation and discussion throughout the day.

Across four sessions, three panel discussions and one AWS-led presentation, speakers explored the key data, technology, and commercial challenges facing global horseracing:

• Global Data Interoperability: Calls for standardisation and improved data sharing frameworks to reduce fragmentation and enable international growth.
• Data Ownership & Commercialisation: Recognition that collaboration, clarity, and innovation are essential to unlocking value across the ecosystem.
• AI & Machine Learning: AWS showcased the transformational potential of predictive modelling and risk engines, sparking strong interest among attendees.
• Fan Engagement: Broad agreement that better data-driven content and analytics are critical to attracting and retaining racing audiences.

What Attendees Told Us

The overall sentiment was one of enthusiasm and desire for continued engagement, via online sessions, ongoing discussions, and an annual meetup.

Collaboration is key, not individual isolated efforts, whilst technology & data innovation will be central to racing’s long-term commercial viability. There is a strong appetite across the industry for Podium to continue convening the sector and leading conversations.

Operational Excellence

Thanks to all who supported the day, the event ran smoothly and achieved strong attendance. Invitations were timed well ahead of holidays, and the SBC Summit, which helped drive momentum and stakeholder engagement.

What’s Next

Feedback reaffirmed the need for an industry-wide forum focused on collaboration, something Podium is well-positioned to lead and discussing in the background, we will update you in due course.

Videos

You can watch all four sessions hosted on our new YouTube channel, which also includes the 2024 recordings.

HERE: https://www.youtube.com/@PodiumSports24

In our latest staff Q&A, we find out about Danny Guest, Product Director

What moment of sporting resilience has stayed with you the most?

David Beckham, coming back after his red card in France ’98. Got his head down, applied himself and got his rewards at the end of the 1999 season.

Did you collect anything growing up – stickers, kits, memorabilia?

I have an awesome collection of ticket stubs built out over the years, until print-at-home & e-tickets came along and ruined my fun.

Which team do you support, and how did that connection start?

Bristol Rovers. I remember watching them hammer Bristol City 4-0 when I was 10 years old and thinking what a wonderful choice of team I’d made…

What’s the most emotional match or moment you’ve experienced as a fan?

The ‘champagne’ super over in the 2019 Cricket World Cup final was insane. Moments like that make you quite thankful you were never really very good because it’s hard to understand how those guys stood up to the pressure. I’m saving up for the Jack Russell painting from that day and now only about £124k away from buying it! https://www.chrisbeetles.com/artwork/34895/world-cup-winners

Have you ever travelled far or done something wild to watch a game?

I took a trip out to New York to catch a Yankees game at Yankee stadium in 2008 before they knocked it down. Following Bristol Rovers doesn’t lend itself to exotic road trips, although I have been to Blackpool away a few times.

Is there a sports manager or coach whose leadership style you admire?

Eddie Jones for his energy and work ethic & Gareth Southgate for the way he built an environment everyone (apart from Ben White) wanted to be part of.

What’s your favourite sports tournament and why?

It’s not Christmas until the Darts World Championships starts. My kids enjoy it, the scenes in the crowd are great and it’s top quality sport too. I took my uncle who’s a huge darts fan a few years ago and he was mortified nobody was paying attention to the matches.

What’s a sporting moment that gave you goosebumps?

A few years ago my son was mascot for Rovers vs Scunthorpe on the final day of the season. We needed to better Northampton’s result or outscore them by 5 if both teams won. Northampton were winning 3-1 when the magic began. Aided by the ‘League 2 cheat code’ Elliott Anderson on loan from Newcastle we scored 5 in the second half & won 7-0. Hard to imagine topping that day.

What sport would you love to try but never have?

I quite fancy having a crack at winning the Kentucky Derby or the Melbourne Cup. As a Gloucestershire lad I should have probably said the Cheltenham Gold Cup but I’m not sure I’ve got the courage to try racing over fences.

Have you ever played sport competitively? If so, what did it teach you about performance, pressure, or teamwork?

Pretty much everything I know about performance and teamwork comes from sport. I learned that doing ‘extras’ is what unlocks rewards down the line. I learned the value of consistency, turning up and putting a shift in, even when conditions aren’t always perfect. And I learnt that success is rarely individual. Often the best thing you can do is whatever’s needed to support a teammate.

How do you think data and analytics are reshaping the way fans interact with sport?

They’re reshaping sports in so many ways. In our industry we’re seeing new stats and betting markets popping up all the time, bettors have more insight available to them to help them make informed decisions and mates down the pub have more evidence to support their arguments. From a supplier perspective I don’t think anyone’s properly cracked delivering a fully-engaging experience built around data and analytics but watch this space!

How does your current role align with your passion for sport?

I spend all my spare time either taking my kids to sport, playing sport or watching sport so getting to spend my work days talking about it and influencing how fans consume sports data is a privilege. At Podium there’s a huge horse racing heritage running throughout everything we do so plenty of nice connections to old memories for me. Then there’s the 40+ other sports from Football to Cricket to NASCAR for me to get stuck into.

Connect with Danny: https://www.linkedin.com/in/drguest/

By Sean Donkin, Marketing Manager

I’ve played sport pretty much my entire life, thanks to my parents’ encouragement to try as many sports as I could. Sport has always been a way to learn, compete, and have fun, all lessons that extend far beyond the pitch or the course.

As a kid, I was football mad, a Sunderland season ticket holder from the age of four, travelling home and away pretty much every weekend. That passion soon shifted to cricket, which I played at club, town, and county level for more than a decade. But like many people in their 20s, life got busier, and it became harder to juggle multiple sports alongside work and further education.

That’s when golf came into my life. Encouraged by my dad, I picked up a set of clubs, and before long Saturday mornings were spent on the course – often nursing a hangover, but always with a drive to compete. Fast forward almost 20 years, and the game has become much more than a hobby. Golf is my passion, my challenge, and often my best form of escape.

What I love most about golf is that it’s a battle against yourself. It pushes you physically more than most people realise, walking approx. 10 miles a round, carrying your clubs, and dealing with the mental grind of every shot. It’s also sharpened skills that have been essential in my career: organisation, strategy, resilience, and the ability to connect with people from all walks of life.

Post Covid, I took the game more seriously. A few friendly wagers with mates quickly turned competitive, and the realisation of how much I hated losing became ever greater. That drive saw my handicap drop from 6.8 to 1.3 in just three months. Now my sights are set on scratch golf, and the pursuit of improvement continues.

Just as my sporting journey has evolved, so too has my professional one. I joined Podium (then PA Betting Services) two years ago, a business widely known for racing and data. Since then, I’ve been fortunate to play a part in the company’s evolvement – with projects including a rebrand, website launch, product naming, new trade show presence, and the launch of our annual International Racing Conference, with our next one taking place on Wednesday 22^nd October in London. Alongside that, I’ve worked closely with our commercial team to drive campaigns and lead generation, and with our APAC colleagues to shape regional marketing strategies.

But what excites me most is Podium’s breadth. We cover more than 40+ sports, providing data, content, widgets, and solutions that genuinely solve customer pain points. With golf being such a passion of mine, it’s been especially rewarding to see our data powering new products, including the Ryder Cup hub we’ve just launched, built using our Sport API.

The Ryder Cup is a reminder of why golf resonates globally: it’s about skill, strategy, and bringing people together, even in a sport that’s often individual. I see those same qualities in what we do at Podium. My role spans every department, giving me the chance to collaborate, build relationships, and contribute to projects that are shaping the future of sports data.

Golf is also a constant topic of conversation in the industry, from client meetings to race days to emails out the blue, and with our Managing Director Josh Sparke branding me as the “resident Podium pro,” I don’t mind one bit. When you’re passionate about something, whether that’s golf, marketing, or solving customer challenges, you give it your all.

As the Ryder Cup approaches, I’m excited not only as a fan but as someone who gets to work at the intersection of sport and data. Golf, like business, is about preparation, execution, and persistence. And at Podium, we’re applying those same principles to help our partners achieve their goals.

Connect with Sean: https://www.linkedin.com/in/sean-donkin/

iRace Media has announced the renewal of its long-standing partnership with The Hong Kong Jockey Club (HKJC) ahead of the new season commencing on 7 September.

The partnership will ensure racing fans can continue to experience uninterrupted access to high-quality Hong Kong racing content across Singapore, Malaysia and the wider Asia region. iRace readers and customers will have access to expert guides, results, tips and trusted analysis from one of the world’s premier racing jurisdictions.

Scott Bailey, Commercial Manager, iRace Media says:

“Hong Kong is a benchmark for racing globally; it’s fast, competitive and deeply followed throughout Asia. iRace has collaborated with the Hong Kong Jockey Club for many years now to deliver a trusted experience for racing enthusiasts, and we are thrilled to build on the accuracy, depth and speed that fans have come to expect.”

iRace Media’s extended partnership with the HKJC will explore new ways to enhance the racing experience through its digital platforms, offering real-time insights and driving fan engagement across the Asia region.

Get set for the new season by visiting the iRace website and register for free to access trusted editorial and data-driven racing coverage.

Podium, a leading global provider of trusted sports content and data solutions, is working with Dabble to help bring its socially driven betting experience to UK audiences.

Dabble combines traditional betting functionality with a social media-style interface to offer the next generation of racing fans a more interactive way to connect and share. The app-based platform is integrated with Betmakers technology, with all UK horse and greyhound racing data delivered by Podium.

Ian Houghton, Commercial Director at Podium says:  

“At Podium, we are always excited when we see innovation in the industry, so we are delighted to play a part of Dabble’s expansion into the UK market, particularly at a time when the racing industry needs to retain a younger audience. We look forward to exploring how Podium’s services can continue to support Dabble’s global ambitions.”

The collaboration, which has been in place since the summer, marks an evolution in how racing data is used and experienced, with Podium delivering UK racing content via Betmakers technology to help power Dabble’s social platform.

Tom Rundle, CEO of Dabble, says:

“Dabble’s move into the UK is a natural fit. We’re a challenger brand with an exciting product that we built ourselves from scratch. We’re already seeing that resonate with the UK audience. Yes, you can get a bet on, but essentially, we are placing ourselves as being community driven. We’re creating a richer experience at every touch point.”

The UK is Dabble’s third international market, following rapid growth after launching in its native Australia.

By Rob Logan, Commercial Data Executive at Podium

Over the past decade, the National Football League (NFL) has evolved from a primarily American pastime into a global sporting spectacle. With at least four regular-season fixtures now staged overseas each year, the inclusion of Flag Football at the 2028 Los Angeles Olympic Games, and a broadcast journey that’s shifted from sporadic late-night slots in the 80s and 90s to dedicated channels and Netflix deals, the international spotlight has never shone brighter on American Football.

For me, that global story is personal. My first true introduction to the NFL came in 2014, staying up late to watch Super Bowl XLVIII. The Seattle Seahawks dominated the Denver Broncos that night, and, true to form as someone who’s always had a soft spot for underdogs (Hull City fans will understand), I found myself drawn to the losing team. From that point on, I was hooked.

Following the Broncos became a ritual: game weeks filled with highs and lows, watching a revolving door of quarterbacks, the chaos of trades, the jubilation of a Super Bowl victory, and even the surreal experience of seeing them play live at Tottenham Hotspur Stadium.

My involvement didn’t stop at fandom. When my local football club folded after the 2022/23 season, I took the leap into playing the sport myself. Tired of the familiar grind of Sunday league football, I found a new home with the Humber Warhawks. Slotted in at Cornerback (safely away from the biggest hits), I’ve since relished competing in the BAFA league, travelling from Sheffield to Gateshead and back to Hull. American Football, once a curiosity, is now an integral part of my sporting life.

That personal journey mirrors a wider trend. The NFL and College Football aren’t just growing in viewership, they’re driving grassroots participation, sparking curiosity, and winning new generations of fans worldwide.

At Podium, we’re keeping pace with that momentum. Since joining as an apprentice in 2017 and now working as a Data Executive within the Commercial Team, I’ve seen first-hand how our data brings sports to life. Whether it’s interactive dashboards, live coverage, or in-depth analysis, our American Football data delivers fixtures, touchdowns, turnovers, field goals, results, and more – all in real time.

With the 2025 NFL season fast approaching, there’s never been a better moment to explore how Podium’s live Pulse data feeds and easy-to-integrate Sports API can unlock one of the world’s most exciting leagues for your customers.

Because whether you’re in Hull, Houston, or halfway around the world, the NFL is no longer just an American story. It’s a global one – and it’s only just getting started.

Connect with Rob: https://www.linkedin.com/in/rob-logan1999/

By Colin Armitage, Head of Sport Data: Digital and Print at Podium

Football’s been part of my life for as long as I can remember. Like many, it began on muddy pitches, chasing a ball around on cold Sunday mornings, dreaming big but mostly ending up with a bruised shin and childhood memories.

These days, I play and manage a veterans’ team, where passion is still high, pace is… selective, and squad selection involves more childcare logistics than tactical plans. I was “volunteered” into the manager’s role a few years back, and I’ve been balancing team sheets, WhatsApp banter, and injury updates ever since. It’s chaos, but it’s brilliant. We’ve climbed to the top division, won a cup along the way, and we still keep the spirit alive.

That same spirit runs through my day job.

I joined Podium (then Press Association Sport) in 2007, initially as a freelancer just looking to get closer to the game I love. Today, I lead our Sport Data team for digital and print. My job is to make sure the official match data that powers websites, apps, newspapers, and broadcasters is accurate, timely, and trusted.

Whether you’re reading a live match centre, checking team lineups, or following commentary in real time, the chances are, our team has a hand in delivering it. It’s not just about data feeds; it’s about delivering the game with precision, passion, and context.

In truth, running a live data operation isn’t that different from managing a Sunday league squad: it takes planning, people skills, resilience, and the ability to adapt, & fast.

At Podium, we’ve built a football data product that reflects that ethos. We work hand-in-hand with football rightsholders and bring data to life in real time. Here’s how:

✅ Rightsholder-first data – Direct, official, and trusted, covering the Premier League, EFL, Scottish leagues and more.
✅ Real-time precision – Low-latency delivery, powering live scoreboards, betting feeds, and editorial coverage.
✅ End-to-end coverage – From lineups and in-play events to post-match reports and data visualisations.
✅ Built by fans, for fans – Our people live and breathe sport, and that shows in the quality of what we deliver.

It’s a role I love, and a team I’m proud to be part of. Everyone here loves & speaks fluent football, and that matters. We know a late red card, or an injury-time goal, isn’t just another stat, it’s a story, a turning point, it matters; something fans and clients rely on.

As the new season kicks off, I’ll be doing what I love, on the pitch with my teammates, and at Podium with colleagues, who care just as deeply about the game as I do. Whether it’s grassroots football or the global stage, the goal is the same: make the game better, clearer, and more connected for everyone.

Connect with Colin: https://www.linkedin.com/in/colin-armitage-988107a0/

In our latest staff Q&A, we find out about Scott Bailey, iRace Commercial Manager.

Which athlete do you think demonstrated the strongest mindset under pressure?

Michael Jordan. He just made magic happen no matter what the situation was.

Is there a sporting comeback that inspired you personally?

Tiger Woods coming back from his personal struggles and injury to win the 2019 US Masters was as a golf fan the best thing I have watched. I remember myself and golfing friends gathering at a friends house watching the final round into the early morning and even though some had bet on other golfers we were watching the best to play the game win another green jacket when everyone had written him off. That is what sport is all about.

Who was your first sporting idol and what made them stand out to you?

Ken Griffey Junior was a Centre Fielder for the Seattle Mariners. He had 630 Home Runs, 2781 Hits, 13x All Star, a 10x Golden Glove winner and Hall Of Famer.  He was an elite ball player. When I was playing baseball, I tried to mimic his style and my coaches hated it. He played professional baseball alongside his father which is very rare in any professional sport. We recently saw a similar thing with Lebron James and his son.

Which team do you support, and how did that connection start?

I am a big Adelaide Crows fan in the Australian Football League. I never miss a game. Many people don’t know much about AFL from other countries but it is Australia’s biggest sport that is unique to us Aussies. My family moved to Adelaide when I was four and AFL is huge in South Australia and at that time, they were the only team from Adelaide in the national league so we started supporting them and I have never changed. I have never shifted supporting any team I am loyal from the start to finish.

What’s the most emotional match or moment you’ve experienced as a fan?

The 2017 AFL Grand Final still hurts. As a die-hard Crows fan, we were the best team all season winning the minor season premiership and were favourites coming into the biggest game of the year. We had not won a premiership for 20 years and it looked our year. We kicked the first two goals we were up and running but then a switch just flipped and the Richmond Tigers were all over us. I remember going to an Aussie sports bar here in Singapore to watch it and I was just quiet at the end We got destroyed in that game and the players and club were left in a mess which showed over the next seven years from key players leaving and problems internally at the club. I’m just glad I didn’t make the trip back to Australia to watch it live. It just makes me hungrier for that next flag.

What sports team or era do you think best embodied great teamwork?

The New England Patriots’ dominance under head coach Bill Belichick was built on strategic brilliance and a relentless focus to detail. Belichick’s unmatched ability to exploit opponents’ weaknesses and tailor game plans week-to-week set the team apart in that era. Combined with the leadership and clutch performances of quarterback Tom Brady, the Patriots created a dynasty. Their success wasn’t just about talent it was about culture. And that is why they won 6 Super Bowls and 17 division titles.

If you could have dinner with any athlete—past or present—who would it be, and what would you ask them?

I was fortunate enough to meet him once very briefly and find him a scotch that he requested but having dinner with Bart Cummings would be an enriching experience, offering a glimpse into the mind of one of the greatest horse trainers in racing history. Known as the “Cups King” for his record 12 Melbourne Cup victories, Bart possessed not only a legendary knowledge of horses but also a dry wit that made him as intriguing off the track as he was successful on it. Over a steak and a drink, he could share timeless stories from decades in racing, insights into the meticulous preparation behind his champions. I’ve been lucky enough to have meals with and play golf with some of racings best participants but Bart was one of a kind. He grew up and started his career in the same suburb in Adelaide I grew up in so there would be plenty of conversation about home.

Have you ever played sport competitively? If so, what did it teach you about performance, pressure, or teamwork?

As a young boy and teenager, I was really into playing Baseball. I played locally for a club and also attended a high school that had a baseball academy program. From an early age team sports are great for making friends, supporting and working together to get that win. I had to stop playing as I began to become an apprentice jockey but I do miss playing and the social atmosphere of a sports club.

How do you think data and analytics are reshaping the way fans interact with sport?

I am a punter and I strongly believe that the more information one has regarding data and analytics the better it is in making a decision. Even the history of head-to-head matches, Season averages and Market fluctuations make a big impact on your selections. You can be a supporter and follow your heart but you’ll come out winning more by following your brain.

How does your current role align with your passion for sport?

I am very lucky to continue working in the Horse Racing landscape. As a former jockey, Assistant Trainer, and Racing Broadcaster I pride myself on having experience in many sectors of the sport. Now as a Commercial Manager it is quite different in a sense being away from the tracks and horses but I get a front row seat to the workings and people that make big deals happen that keep the sport growing.

Connect with Scott: https://www.linkedin.com/in/scott-bailey-69b29b232/

Podium, a leading global provider of trusted sports content and data solutions, has announced a long-term agreement with Bally’s Interactive to supply its flagship PULSE data service across a portfolio of the operator’s top-performing UK casino brands, including Bally’s UK, Jackpot Joy, Monopoly Casino, Rainbow Riches and Double Bubble.

The partnership follows Bally’s Interactive strategic expansion into racing, which went live across its UK brands earlier this year, with Podium’s real-time betting data now seamlessly integrated across Bally’s Interactive platforms to enhance player experience, deliver content integrity and bolster uptime.

Josh Sparke, Managing Director at Podium says:

 “We are thrilled to be working with Bally’s Interactive to deliver a premium racing experience across some of the most recognisable names in UK gaming. This partnership is another clear endorsement of our commitment to reliable, scalable delivery – with zero downtime, ultra-low latency and a single integration powering content from over 300 tracks worldwide.” 

Bally’s Interactive selected Podium following a competitive process, citing the flexibility of the platform and strengths in its commercial relationships and expertise.

Alex Kemp, Senior Commercial Manager at Bally’s Interactive says:

 “Podium stood out for their collaborative approach and deep understanding of our ambitions across racing. From day one, they made integration simple with great documentation and a hands-on onboarding team. It is also clear they have built a future-proof platform that gives us the ability to scale. We are already exploring how tools like Racecard Pro and Race Hype can help us drive long-term engagement.” 

PULSE is Podium’s core data product, built to deliver accurate, resilient and fast racing data from the world’s leading rights holders. Through a single integration, Bally’s Interactive now has access to an unrivalled portfolio of global content, enabling full coverage across thoroughbred, greyhound and trotting codes.

By Will Gibson, Principal Product Manager, Podium

In the world of sportsbook technology, speed, scale, and precision are everything. At Podium, we build platforms that power the global betting industry, from real-time racing data to odds modelling and analytics. But the tools we build to help ourselves innovate internally are just as important as the products we supply to our customers, and this is a key part of my role at Podium to ensure we remain at the forefront of what we do.

That philosophy came to life recently with our Racing API UI project: a proof-of-concept that quickly evolved into a hugely valuable internal tool, transforming how we engage with and showcase our horse racing data.

The Problem: Complex Data, Unseen Potential

Podium’s Racing API delivers huge quantities of detailed, deeply structured data – a fully populated meeting can span 40,000 lines of JSON, and let’s be honest, that’s a dry read. Whether you were a salesperson looking to demonstrate the richness of the data in the API, an operations team member monitoring our output, or a developer testing new features, getting to the data you wanted could require a bit of effort, and a bit of knowledge of the API. It was all there, including the ability to filter and minimise data responses, but there was a fundamental UX problem to be solved in terms of helping people get straight to what they need.

The product need was clear: build a web-based UI that exposed the richness of our data in a clean, simple way. But by our traditional delivery models, the UX and design process, dev cycles, QA, and stakeholder reviews, made this a 6 to 12-week job. And like many companies optimising for output, dedicated resources simply weren’t available.

The Solution: Product-Driven, AI-Assisted Development

Instead of waiting for delivery resource that may never become available, I took a different approach. There’s AI assisted UI creation tools out, but I felt you could take it a step further by integrating the UI design and the code creation into one single process. Using Vercel, I realised I could integrate our API into their UI creation tool, and once you’ve got the two systems talking to one another, it becomes a question of “What data do you want to display, and where do you want to display it”

Within three weeks, working in short daily bursts (the free version gets you ten requests a day), a functional v1 was live. It included:
– Secure API credential authentication
– Retrieving data from our stages endpoint
– Live race card and event responses, including auto updates
– Entrant metadata and silks
– Tertiary data analysis not possible in the native responses – things like overround calculations for races, or searching for processing failures in the data stack.
– Swift iteration around UI improvements or changes
– I could easily share the updated versions of the app with colleagues for swift review and feedback.

What We Learned (and Why It Matters)

• AI-Enhanced Product Development Works, When Done Right
I didn’t want to throw up a UI proof of concept. I wanted to build a viable product that could be handed to the business to use. It was an example of how AI can compress traditional product cycles, from UX ideation to development, into minutes instead of days. As a product manager I always have the fear around failing to capture every feature, but in this world, if you find you’re missing something, that’s just another round of prompts. It is agile in the truest sense of the word.

• Empowered Product Managers Build Better, quicker MVPs
Product-led development using AI enabled rapid iteration, reduced the risk of miscommunication, and allowed a clearer vision to be executed directly, without bottlenecks. There’s less back and forth between users and designers, in a really good way. If the MVP isn’t what they were expecting, you can turn around an update in an hour rather than a week. The threshold you can achieve for an MVP is so much higher, because you’re not sucking up dev and UX resource in iterating.

• Visible data is valuable data
Making our Racing API data visible in a UI helped us to uncover some data quality issues. Without this tool, those errors might have reached customers unnoticed. It’s now an essential QA and review layer, adopted by developers, product manager and operations.

• Good Enough Isn’t Production Ready
The code worked but it wasn’t to Podium’s standards. AI-built code still needs developer review, refactoring, and QA test suites before it can be productionised. Whilst the code that was generated worked it wasn’t efficiently written, and our developers still had to invest time in making this align with our coding standards, getting in onto github, and integrating it within our existing test and deployment pipelines.

• Internal Tools ≠ B2C Products
This approach worked because the UI was designed for internal users and needed to be good enough, as opposed to best in class. In my eyes, the app that I produced wasn’t ideal for polished, customer-facing platforms – brand, performance, and UX fidelity will still require input. However you can provide a great foundation that covers the needs of your internal users.

Outcome: Tangible Value at a Fraction of the Cost
We logged ~160 hours across product and dev (about five developer weeks) to this from idea to deployed. That’s a fraction of the ~500 hours we estimated a standard delivery would take. The UI is now live on an internal company, integrated into our dev stack, and used across teams to explore data, run reports, and validate real-time API responses.

More importantly, it’s a blueprint for a new kind of product innovation at Podium, one where empowered individuals, smart tools, and pragmatic scope can unlock value faster than ever before.

Explore More
Podium is redefining how sportsbook data is built, visualised, and delivered. Whether it’s high-frequency racing APIs, embedded pricing services, or internal tools that accelerate development, we build for performance at every layer.

Connect with Will here: https://www.linkedin.com/in/will-gibson-41aa5010/

Podium, a leading global provider of trusted sports content and data solutions, has announced a new multi-year agreement with Lottoland, bringing its flagship PULSE data service to the operator’s expanding sports and racing verticals. The partnership enables Lottoland to offer a premium racing experience across global horse and greyhound content, backed by Podium’s trusted technology and content network.  

The integration delivers seamless access to an unrivalled aggregation of rights owner content, enabling Lottoland to offer racing from over 300 tracks worldwide via a single integration – across thoroughbred, greyhound and trotting codes.  

Josh Sparke, Managing Director at Podium says:  

“With their extensive reach and unique product mix, Lottoland is an exciting partner for us. They’re not just adding racing – they’re building it into an entertainment ecosystem, and PULSE is the perfect fit for that. With one integration, they get full global coverage, consistently reliable delivery, and a platform that’s built to scale.”  

Lottoland highlighted Podium’s onboarding process and integration support as a key factor in the decision.  

Nigel Birrell Group CEO at Lottoland said:

“From the outset, Podium were easy to work with – collaborative, responsive and genuinely focused on our needs. Their onboarding team and documentation made integration straightforward, and we were impressed by their understanding of our operational priorities. They made sure the solution fit us, not the other way around.”  

PULSE is Podium’s ultra-resilient, low-latency racing data service, used by more than 300 platforms globally. Its strong track record on uptime and data integrity has made it the partner of choice for top-tier operators seeking to add or scale racing content with confidence.  

In our latest staff Q&A, we find out about Pete Menzies, Senior Commercial Manager APAC

Which athlete do you think demonstrated the strongest mindset under pressure?
Phil “the Power” Taylor

What moment of sporting resilience stood out & has stayed with you the most?
Greg Norman vs. Nick Faldo in the Masters Golf Play off and Jonny Wilkinson drop goal against the Wallabies in the 2003 Rugby World Cup Final.

Which team do you support, and how did that connection start?
Arsenal, Bath and the Wests Tigers. When I moved back to the UK from Canada age 9, my uncle took me to watch Bath, similarly when I moved to London and then over to Sydney, Arsenal and the Tigers were the first teams in the respective sporting code that I watched live. I’ve stuck with them all, through thick and thin.

What’s the first sporting event you remember watching and what impact did it have on you?
UEFA Cup Winners Cup 1995 – Arsenal vs. Sampdoria, Stefan Schwarz free kick. Cemented my allegiance with Arsenal, in that moment I was a fan for life.

What’s a sporting moment that gave you goosebumps?
Tiger Woods infamous chip in on the 16th hole at The Masters in 2005

How does your current role align with your passion for sport?
I’ve never been more connected to my favourite sports, not just from the depth of data available through Podium, but through the brands and connections we have across all facets of the game be it the sport, the players and stadiums through to the fans and end-users of the tech platforms that we power and partner with.

Is there a sporting comeback that inspired you personally?
2012 R19 Souths vs Roosters rugby league match. Souths were down 22-12 with 2 and half mins to go. Souths won the game 24-22.

If you could apply the leadership style of any coach to the workplace, who would it be and why?
As an Arsenal fan, Arsène Wenger’s leadership. He combined innovation, intelligence, and long-term thinking, always staying ahead of the curve, be it through data, player development, or nutrition. Wenger led with a calm, principled approach, empowering individuals while maintaining a clear vision for collective success. His emphasis on creativity, continuous improvement, and doing things “the right way” aligns well with building a forward-thinking, values-driven culture.

What sports team or era do you think best embodied great teamwork?
The 1997 British & Irish Lions tour to South Africa embodied great teamwork because it brought together players from four rival nations and forged them into a united, resilient squad that overcame the odds. They weren’t the favourites, but through shared purpose, mutual respect, and a strong team culture they found cohesion. Their 2–1 series win was built on collective grit, smart tactics, and total trust in each other, classic ingredients of great teamwork.

If you could attend any past sporting event, which would it be?
1966 World Cup final between England and West Germany. The Football World Cup is my favourite sporting tournament because it combines global unity, high-stakes drama, and unforgettable moments into one massive spectacle. Every four years, it brings together nations, cultures, and generations, showcasing not just elite talent but also underdog stories, emotional highs and lows, and the pure passion of the game.

Finishing on a work question, what sporting mindset or mantra do you try to bring into your workday?
A sporting mindset I bring into the workday is “control the controllables.” Like in sport, not everything goes your way, but focusing on effort, attitude, and preparation helps maintain consistency and resilience—even when the unexpected happens.

Connect with Pete: https://www.linkedin.com/in/pme/

We are proud sponsors of the Racing Media Academy 2025 programme which involves working with the British School of Racing as well as upskilling their cadets through our work experience programme.  One of their cadets – Rahul Gandhi – just completed a 5-week placement with our team and gained valuable insights into the vital role Podium plays within racing.

Below, Rahul shares his thoughts on how the 5-week placement has gone.

How have you found your placement?

The last five weeks have been an absolute joyride. I spent four weeks in Howden and one in PA Media’s London office, and no two days were ever the same. I got stuck into everything behind the scenes – from pre-event data feeds and live sports coverage to working on the editorial desk. While in London, I had the chance to attend major football press conferences and even tried my hand at live reporting from the crown courts. I am leaving with loads of knowledge and experience that I am really looking forward to putting into practice in the future. 

What did you want to get out of the placement before it started & did it live up to expectation?

Rahul: I hold a bachelor’s degree in media communications, where I spent semesters studying both print and broadcast journalism. While I later went on to do a master’s in filmmaking, my passion for honest, accurate journalism never left me.

Ashley Broadley, PA Media Sports Editor, told me I had been selected for the PA Media placement, I could not quite believe it. I was nervous on my first day as this was my first proper stint as a ‘journalist’, but any nerves disappeared quickly thanks to the team (Stuart, Anita, Molly, Matt, Anthony, Ellie), and everyone else who took me under their wing. They made me feel instantly welcome and eased me into the news desk, making the learning experience all the more rewarding.

I have always loved creative writing, but newswriting, especially PA’s house style, is a different beast. It’s sharp, factual, and straight to the point, which is exactly why PA has the reputation it does. It challenged me to learn, unlearn, and relearn the art of journalistic storytelling – something crucial in today’s world of information overload.

I also had the chance to sit with Podium’s data team, where I mainly worked on horse racing coverage. Numbers have always intimidated me, but the team’s patience and willingness to explain things clearly made the whole experience really smooth and accessible.

Not only did the placement meet my expectations, it far surpassed them. I came in a stranger and am leaving with invaluable connections and memories. 

What did you learn & has it fuelled your passion to continue the journey into Racing?

Words, numbers, and research – my three biggest takeaways from the placement. I had no clue about the richness of the racing industry in the UK and globally until I got selected for the Racing Media Academy’s training program and the subsequent placement with Podium and PA Media.

Applying for the Academy was one of the best decisions of my life as it opened avenues I never saw myself treading into. I got to interact with jockeys, trainers, and veteran reporters further getting insight into the human-animal connection propagated by the sport. I am confident in exploring the scope of the industry beyond this placement.

What one thing would you say was the biggest eye-opener/best thing you learnt during the placement?

Each day brought something new to look forward to, but the biggest eye-opener for me was seeing just how much work goes on behind the scenes. When we watch a sport, we take the graphics and data for granted – before, during, and after the game or race. But working with Podium made me realise the sheer amount of effort, precision, and coordination it takes from so many people to make that happen. It completely changed the way I see live sports coverage.

What was your stand-out highlights?

One of my stand-out highlights was the day I spent with the racing production editorial team. I learnt how to interpret race data. Everything from a horse’s form and running history to the jockey-trainer partnership, and I even gave some verdicts for the upcoming races at Windsor.

It was my first time tipping for a sport I am still getting to grips with, and I actually picked a winner, with another placed second. That little success gave me a real confidence boost and remains one of my biggest takeaways from the placement.

How important has the RMA been in helping you so far / start your working journey?

I was exploring roles in media when I came across the Racing Media Academy (RMA) application. It is an incredible initiative designed to give young people a foot in the door of racing-related media, but you don’t need to be a racing expert to apply. Just a bit of enthusiasm and a willingness to learn goes a long way.

The eight-day training programme at the British Racing School was a once-in-a-lifetime experience. We were mentored by leading figures in news, attended race meetings as accredited press, toured studios, and got stuck into real newsroom environments. It was intense, but I came away with a solid understanding of both the racing world and how media teams operate within it.

The team (Lee, Cath, Abby, and Josh) were brilliant throughout – always supportive, encouraging, and great fun to be around. More than anything, the RMA gave me a strong network and media connections and that’s something I know will help me as I take the next steps in the industry.

What are your hopes & aspirations for the future?

I have always enjoyed writing, and my placement with Podium and PA Media gave me invaluable, hands-on experience in one of its most essential forms. We’re living in a time where information is often sensationalised across various media channels, and that makes responsible journalism more important than ever.

Looking ahead, I hope to play a part in shaping a more honest, balanced, and thoughtful approach to news reporting and storytelling. One that informs without distorting and puts clarity over clickbait.

Stuart Walker, Sports Editorial Operations Manager said on the placement.

“In line with our partnership with the RMA, it has been a pleasure accommodating Rahul on his five-week placement at Podium & PA Media. From being thrown in at the deep end by attending the Crown Court on his first day in London to covering press conferences and a horse racing meeting, Rahul has embraced learning about many aspects of the business as well as developing his writing skills. His enthusiasm and desire to ask questions has been evident and we hope Rahul will take much knowledge from his experience with us.”

To find out more about the RMA programme, please contact Ashley Broadley on ashley.broadley@pa.media

In the fast-paced world of betting and horse racing, trust in data is everything. Without accuracy, there’s no confidence – for bookmakers, for punters, or for the industry at large. At Podium, our mission is to ensure that trust is never in doubt. Nowhere is this more visible than at major festivals like Royal Ascot.

The Engine Behind the Industry

Royal Ascot the event grabs media headlines each June, meanwhile the essential work that powers its betting ecosystem takes place behind-the-scenes and weeks in advance. For years, Podium has provided the backbone of horse racing data infrastructure in the UK, supporting all race meetings – not just the big-name festivals. From early morning races at Southwell to the spectacle of Ascot and Cheltenham, Podium’s commitment to precision and integrity supports the entire industry.

We work hand-in-hand with rightsholders, bookmakers, the Starting Price Regulatory Commission (SPRC), and the BHA to ensure data is timely, accurate, and delivered exactly where it needs to be.

Before, During, and After Every Race

Our involvement begins weeks before race day. The Podium Pre-Race team collates and manages a continuous stream of updates – runners, riders, amendments, withdrawals – all of which builds into the final racecard. This isn’t just admin; it’s the DNA of the racing product. Our Editorial team adds another layer, crafting expert comments, verdicts, and tipping content relied upon by newspapers, bookmakers, broadcasters, and punters alike.

Then comes race day. This is where the industry’s reliance on Podium is critical. Our Race Day Data (RDD) team manages betting shows, market movements, live race statuses, and – most crucially – the Starting Prices (SPs). For every single race, we deploy two specialists: a Race Day Manager (RDM) and a Starting Price Validator (SPV), who work in lockstep with BHA officials and an on-course Podium representative to ensure data accuracy in real time. It’s a system built for reliability, even in the face of technical disruption.

No amount of automation could replace the validation and data integrity that is borne out of this coordinated approach.

Royal Ascot: The Spotlight Moment

Royal Ascot is a major moment in the sporting calendar, and while it may feel like the Super Bowl of flat racing, for us, it’s just another day of doing things right. Our systems, workflows, and processes are built to perform under pressure, and that consistency is what makes Podium a trusted partner for so many in the industry.

The People Behind the Product

Our technology is powerful – but it’s our people who make the difference. The team at Podium is made up of dedicated, passionate professionals who live and breathe racing. They’re the unsung heroes behind the smooth delivery of race data that powers millions in betting turnover.

I couldn’t be prouder of the work we do. From data capture to editorial excellence, from technical resilience to on-course presence – Podium is the quiet force ensuring that every race, every bet, and every result is underpinned by trust.

At Royal Ascot and every meeting in between, Podium delivers. Because in racing, there’s no room for doubt.

Connect with Sam here: https://www.linkedin.com/in/sam-wilson-45b98a72/

In our latest staff Q&A, we find out about Josh Vouris, Business Development Manager.

Which team do you support, and how did that connection start?
I’m a lifelong supporter of the South Sydney Rabbitohs. My dad was born in Redfern, right in the heartland of the club, and my whole extended family supports them. I’ve been a member since birth.

Have you ever travelled far or done something wild to watch a game?
In 2024, I flew from London to Las Vegas to watch the first-ever NRL season opener in Vegas and to see my team play. Worth every mile.

What’s the most emotional match or moment you’ve experienced as a fan?
The 2014 Grand Final. Souths won the premiership for the first time in 44 years, since 1971 when my old man was just 11. Watching it together made it even more special.

If you could attend any past sporting event, which would it be?
The 2000 Olympic Games in Sydney. From everything I’ve heard, the atmosphere around the city was incredible and it sounded like a once-in-a-generation event.

Have you ever played sport competitively? If so, what did it teach you about performance, pressure, or teamwork?
Yes, I played Rugby, Soccer, Basketball, Athletics, Cross Country and I still play OzTag on Thursdays. One thing it taught me is not to dwell on mistakes. If you slip up, you can’t let it take you out of the game. You must reset and focus on the next play.

What’s your favourite sports tournament and why?
The Melbourne Cup. My birthday is on the 3rd of November, so it often falls on or near Cup Day. I’ve picked the winner four times and had a streak of three in a row until last year broke the run.

Is there a sports manager or coach whose leadership style you admire?
Wayne Bennett. He’s not a hype man or someone who needs the spotlight, but the way he earns respect and brings out the best in his players says it all. He’s got a calm presence and just knows how to manage people, which I think is a massive part of leadership.

What’s a sporting moment that gave you goosebumps?
On 2 November, Verry Elleegant won the 2021 Melbourne Cup, ridden by James McDonald. She was my favourite horse and I was at Royal Randwick that day watching the race on the big screen. She went off at around 20/1, and to see her come through and win like that gave me absolute goosebumps.

Is there a rivalry in sport that you find especially compelling? Why?
South Sydney Rabbitohs versus Sydney Roosters is unmatched. Both are foundation clubs from 1908 and have the longest-running rivalry in rugby league. The 2022 Elimination Final, known as Sin Bin Sunday, was unforgettable with seven sin bins and Souths winning 30–14.

How does your current role align with your passion for sport?
I love sport, and I love horse racing. In this role, I’m constantly surrounded by both. It’s the perfect fit for me.

What element of your job makes you feel most connected to the action on the field or track?
As a Business Development Manager, I’m always speaking to people who share a love of racing or sport. Working at a sports and racing data company keeps me immersed in the action.

How do sports moments help connect people across teams and departments?
Sport just cuts through everything, job titles, departments, background. You can be in a meeting, and someone brings up a big game from the weekend and suddenly everyone’s leaning in, laughing, debating. It creates instant common ground and gives people a shared energy to build off.

Connect with Josh: https://www.linkedin.com/in/joshvouris/

1. In our latest staff Q&A, we find out about Josh Sparke, the new Podium Managing Director. Josh brings a wealth of industry experience to the business, but who is his childhood hero, what sports does he follow, and who is his team? Read on to find out.
3. Which athlete do you think demonstrated the best winning mentality throughout their career?

Tiger Woods, for me, is a prime example of an athlete with an exceptional winning mentality. His relentless drive to succeed, work ethic, and ability to perform under immense pressure over time demonstrate his mental toughness. As a try-hard golfer, I can truly appreciate the time, effort and focus it takes just to hit the ball straight.  

1. Who was your childhood sports hero and why? Which of their sporting achievements had the biggest impact on you?

My cousin was a massive Michael Jordan fan, so my weekends were filled with watching the Bulls and getting dunked on. I remember how much game time he played, and even when fatigued, he was able to create these memorable moments we all remember. Watching The Last Dance brought all those memories flooding back.

1. What sports team do you follow the closest? Is there a family team or local side etc., and what has been the biggest moment in your history of supporting this club?

Aston Villa – When I moved to the UK in 2007, my in-laws gifted me a season ticket. I’ve held one ever since, and it’s been a wild ride, from the Intertoto Cup, relegation, to Wembley, and now the Champions League!

1. Is there a team manager from any sport, whether that be football, rugby, NFL, NBA etc., who you think demonstrated the best leadership qualities?

Sir Alex Ferguson stands out as an exceptional team manager due to his extraordinary leadership and management qualities. His ability to nurture and inspire players, adapt his strategies, and instil a winning mentality for decades speaks volumes about his understanding of the game and, most importantly, his players.

1. What sports tournament do you think consistently provides the biggest thrills? Which moment from this stood out to you the most in recent memory?

The World Cup: Italia ’90 was the first one I remember. For USA ’94, I would wake up in the middle of the night just to watch Gheorghe Hagi because he was left-footed like me. When Australia lost the World Cup qualifier to Uruguay in 2001, I thought I would never see Australia in the World Cup. However, the penalty shootout four years later still gives me goosebumps, even now talking about it!

1. If you could travel back in time to any historic sporting moment to watch it then and now, which would it be and why?

Not a specific event or moment, but I would love to see how the sports we love watching first started. For example, ice hockey – just a few friends skating around, picking up sticks and a rock. One person says, ‘I’ve got to hit this rock into that bin. ‘ The other replies, ‘ No chance, I’ll absolutely smash you before that happens!’

1. If you could go out for dinner with any sporting figure, current or historical, who would it be and what would you want to learn from them?

I would choose to have dinner with Muhammad Ali. I would love to learn about his experiences, the motivations behind his actions, and how he maintained his strong principles throughout his career under pressure and adversity. I think the dinner would have everything; he’d make me laugh, cry and probably knock me out after dessert! 

Podium and Racecourse Media Group (RMG) are thrilled to announce the launch of a brand-new racing widget, encompassing racecards, results, insight and live odds, which will be rolled out across Reach PLC’s extensive network of news sites.

The racecards launched on The Mirror’s digital platforms in time for horseracing’s biggest betting event of the week, the Cheltenham Festival 2025, which started on Tuesday.

The cutting-edge widget is designed to enhance the accessibility and popularity of British and Irish horse racing and will be rolled out across Reach’s other titles in due course.

Built by Podium, in collaboration with RMG), the leading UK-based horseracing media rights company, the racecards delivers a seamless and engaging experience for racing enthusiasts.

Designed as an embedded iframe, the widget is packed with Podium’s pre-race content, expert runner comments, and race verdicts, providing fans with valuable insights to help inform their betting decisions.

The product features real-time odds allowing Mirror audiences that are both existing and new customers, to view live odds and place bets directly through the widget. This integration leverages Paddy Power’s affiliate programme for a seamless betting experience.

Fully customisable to align with the look and feel of partner websites, the racing widget ensures seamless brand integration while maintaining an intuitive user experience. Hosted and supported entirely by Podium, the widget requires minimal technical integration, offering an expedient and low-lift solution for publishers and platforms looking to enhance their racing coverage with a visually engaging and educational tool.

Shane Davison, Marketing Director at Reach PLC said:

“We’re excited to bring this innovative racing widget to our audience, offering an engaging and informative experience just in time for Cheltenham. This partnership with Podium enhances our racing coverage, making it more accessible and interactive for our readers.”

Richard Duncan, Head of New Business and Strategic Partnerships at Podium said:

“This collaboration with Reach PLC and RMG underscores our commitment to delivering best-in-class digital solutions for racing fans. The widget provides seamless integration, expert insights, and real-time betting opportunities, ensuring a richer experience for both publishers and users.”

Clive Cottrell, Director of Marketing at Racecourse Media Group, said:

“We are delighted to team up with Reach PLC and Podium on this exciting project. RMG is always looking at ways to enhance the appeal of the sport, and these new, innovative racecards will no doubt prove popular with readers across Reach’s titles.”

Podium and BetMakers Technology Group have announced a partnership with Sportradar, agreeing to integrate the AdVantage Platform, a cutting-edge racing wagering solution, into the sports technology company’s multi-award-winning ORAKO sportsbook offering.

The AdVantage Platform, powered by BetMakers’ advanced trading and platform technology and Podium’s market-leading data content and FLEXHUB race engagement tools, provides Sportradar’s ORAKO clients with access to a full suite of horse and greyhound racing events from around the world.

Operators using the ORAKO solution can embed the AdVantage Platform into their sportsbook and receive a full-service racebook, including managed risk, fixed odds and derivatives, comprehensive tote pool access, form, branded insights, tips, streaming, and granular reporting.

Podium will continue to facilitate official content licensing, working with rightsholders to ensure control and visibility over data usage. Podium’s FLEXHUB tools, designed to enhance racing accessibility for recreational bettors, will launch on the AdVantage Platform in H1 CY25. The first ORAKO customers are expected to go live with the solution in Q2 CY25.

ORAKO is Sportradar’s customisable, high performance and feature rich player account management (PAM) and sports betting solution that provides a single point of access to Sportradar’s award winning portfolio of betting products and services.

Jake Henson, CEO at BetMakers: “We are thrilled to announce our partnership with Sportradar, the world’s leading sports technology company. This collaboration not only underscores the strength of our team and products but also creates significant opportunities to enhance the global reach of racing. Sportradar’s swift integration of our product demonstrates their strong commitment to the racing industry, rights holders, and industry partners alike. Together, we look forward to driving innovation and growth, delivering greater value to all stakeholders, and expanding the global presence of racing.”

Josh Sparke, (Incoming) Podium Managing Director: “At Podium, we are committed to revolutionising the racing wagering experience, and our AdVantage collaboration with Sportradar is a testament to that mission. This partnership underscores Podium’s role as a trusted steward of official racing data. It ensures that rightsholders retain visibility and control while expanding their reach to new markets. We look forward to working alongside Sportradar and BetMakers to drive sustained innovation, unlock new operator growth opportunities, and deliver an unparalleled experience for racing enthusiasts worldwide”.

Jacob Lopez Curciel, SVP, Managed Sportsbook Services at Sportradar said: “Racing is the second largest bet on sport in the world by handle and through this collaboration successfully crafted with Podium and BetMakers, Sportradar is providing its clients with a plug-and-play product to engage their customers onto a great racing betting experience.”

Match Hype, the revolutionary video technology company, has collaborated with Podium to launch the innovative Race Hype product. The jargon-busting solution is designed to simply the Sport of Kings and increase engagement with recreational bettors through a range of engaging promotions around major events.

The video engagement product, focused on in horse racing, will see Podium offering thousands of daily videos promoting every race across both the Jumps and Flat season in the UK and Ireland, even down to customised branding.

It further enhances Podium’s market-leading horse racing coverage, supporting existing marketing activity via engaging multimedia content, which can be increased at scale across B2C channels.

As part of Podium’s new FLEXHUB suite, Race Hype offers adaptable UI components designed to boost bettor engagement and retention.

All videos are generated through fully automated, cutting-edge technology ensuring they are tailored to each unique customer, offering live pre-event odds, voice overs, and numerous languages.

Filip Koubek, Co-Founder and CCO at Match Hype, said:

Race Hype is a game-changer for horse racing engagement. By combining our cutting-edge video technology with Podium’s industry-leading racing coverage and data, we are able to deliver an unparalleled multimedia experience. This innovation allows bettors and fans to engage with races like never before, with dynamic, customised content at scale.

Richard Duncan, Head of Business Development and Strategic Partnerships at Podium, added:

We are always looking for new ways to enhance the racing experience, and Race Hype is a perfect addition to our FLEXHUB range of products. This collaboration with Match Hype allows us to deliver high-quality, engaging video content for our partners, allowing for deeper engagement from novice and expert racing fans alike. It is an exciting step forward in how we promote and showcase the sport.

Checkd Group has entered into a long-term agreement with Podium, formerly known as PA Betting Services, to enhance its B2C affiliate operations in the UK and Ireland. The partnership aims to leverage Podium’s racing data across Checkd’s platforms, including The Winners Enclosure and The Betting Hub app, offering free content, advice, and betting tools to punters. 

Expansion ahead of major racing events 

The agreement comes at a crucial time as Checkd increases activity around its racing-focused brand, The Winners Enclosure, in preparation for key events such as the Cheltenham Festival, the Aintree Grand National, and Royal Ascot. This partnership is expected to strengthen Checkd’s market presence during these high-profile racing events. 

Podium’s racing data is already integrated into Checkd’s proprietary BRUNO platform, which powers The Betting Hub app and The Winners Enclosure. These platforms provide users with access to racing insights and betting strategies, helping them make informed decisions. 

Strategic goals of the partnership 

The collaboration between Checkd and Podium focuses on expanding the reach and effectiveness of racing data for sportsbook operators. Both companies aim to enhance the appeal of UK and Irish racing for recreational audiences by combining advanced technology with official data. 

A key component of Checkd’s offering is its Automated Betting System, which simplifies bet creation for operators by providing pre-packaged accumulator (acca) bets. This system reduces operational costs and manual workload through automation, while offering customizable betting options based on criteria such as favorite jockeys, trainers, and course performance. 

Industry perspectives on the partnership 

Commenting on the collaboration, Andrew Grimshaw, Checkd’s Commercial Director, stated: 

“Checkd has a proven legacy of building smart, reliable products that intelligently use historical data to help operators automate appealing bets for their recreational customer base. We are now looking forward to working with Podium in 2025 and beyond, to see how we can drive wider distribution within the racing sector.” 

Rich Duncan, Podium’s Director of Commercial Partnerships, added: 

“It’s been a pleasure working with Checkd, they have already proven their ability to drive bet placement and grow margin within the pre-match football category, and Podium truly look forward to working with them to replicate that success targeting the mass recreational market in the racing business too.” 

PA Media Group today (20/1/25) announces the appointment of Josh Sparke from 1 March 2025, as Managing Director of Podium, its sports and betting data business.

Podium is a trusted market leader in providing sports data, content, and technology. Podium, until recently known as PA Betting Services, was rebranded to reflect its growth and evolution in the racing and betting sector. The business delivers global coverage through a unified distribution network, serving sportsbooks, rightsholders, affiliates, media, and technology platforms.

Gareth Bramall, Chief Strategy Officer at PA Media Group, commented: “Following a rigorous selection process with exceptional candidates, Josh stood out. He brings extensive industry experience, passion for sport and has a clear vision of growth for Podium”.

Sparke has a wealth of knowledge of the industry having worked with leading brands such as Betmakers and Livescore. His strong relationships with sports and racing rightsholders as well as an entrepreneurial mindset will enhance Podium’s position in the market. Sparke takes over from Eugene Delaney, who will remain as an advisor to the business.

Sparke said ‘PA Media Group has a proud and reputable history and has been at the heart of racing for over 40 years. I’m fortunate to be inheriting a strong team from Eugene and I’m joining Podium at an exciting time, following its acquisition of iRace and significant investments in product and technology. We have a strong foundation for innovation, partnerships, and sustainable growth in the UK and internationally. I look forward to making Podium a global leader in racing and sports betting content”

Podium, a leading industry provider of data and content, is excited to announce a new partnership with Delasport, a prominent global iGaming and sportsbook solutions provider.

This collaboration will see Podium supply Delasport with high-quality, reliable sports data and content across various sports that will enhance their overall betting platform offering.

Delasport will receive comprehensive UK and Irish horseracing data, as well as UK greyhound racing data, accessing data for over 5,000 race meetings per year.

The award-winning sportsbook solution is to continue its expansion with the inclusion of horseracing and greyhound racing, further enriching the betting experience for players. This addition underscores Delasport’s commitment to offering diverse and dynamic content, maintaining its position as an industry leader in sports betting.

By integrating Podium’ racing data feeds, Delasport will now provide its customers with a tailor-made racing product, consisting of the complete UK and Irish horseracing schedule, as well as the UK Premier Greyhound Racing schedule. This includes racecards, results, and live updates, as well as giving Delasport access to a suite of user engagement tools like editorial racecards, betting prompts and racing visualisations.

Delasport’s CEO Oren Cohen Shwartz, comments on the deal. “Horseracing and greyhound racing are steeped in history and tradition, and we are proud to integrate these iconic sports into our sportsbook. At Delasport, we are continually enhancing our content offering to provide our partners and users with the best possible betting experience. Partnering with Podium is another step in delivering a wide array of high-quality content to our book, strengthening our ability to serve a broad and engaged audience.”

Podium’ Business Development Executive Danny Speck, shares the excitement:

“We are delighted to partner with Delasport and supply them with our high-quality horseracing and greyhound data. Our data will enable them to enhance their offering and provide their customers with the level of service and information expected in today’s fast-moving betting industry.”

You can visit Delasport at www.delasport.com

Podium, the leading supplier of global horseracing data and betting content, is excited to announce a long-term agreement with LiveScore Group, operators of some of the world’s most innovative, diverse and distinctive sports and gaming brands.

The new long-term agreement will see Podium’s market-leading delivery platform provide its extensive range of betting products and data services to LiveScore Group’s betting operators, LiveScore Bet and Virgin Bet.

“Owing to Podium’ close relationships with racing’s global rights owners, we can ensure continuity in providing our customers with the best possible racing content. We value their extensive range and quality of coverage and are delighted to have agreed a new long-term deal,” Sam Sadi commented, CEO of LiveScore Group.

This partnership secures both brands’ access to more than 60,000 horse and greyhound race meetings annually, spanning domestic and international territories.

Eugene Delaney, (MD Podium) added “We are thrilled that LiveScore Group have once again chosen to partner with Podium for the supply of global racing content. We are looking forward to working together on future collaborations and will continue to support LiveScore’s global coverage and growth.”

www.LiveScoreGroup.com

Dizplai, the media experience company helping brands, broadcasters, and content creators to transform passive audiences into actively engaged communities, is thrilled to announce a strategic partnership with Podium, a leading provider of sports data and insights. 

Under the new agreement, Dizplai will be provided market-leading UK horse racing content to power their platform, with premium content including licensing, pre-race data, editorial racecards, race-day data and jockey silks. 

The collaboration will enable Dizplai Gaming to continue developing innovative free-to-play games that drive active engagement and enhance the fan experience across the entire customer lifecycle—from acquisition and retention, to referrals and revenue generation.

Dizplai’s Gaming division will continue to create immersive experiences that captivate fans throughout the racing season, with their games offering dynamic and interactive gameplay, deepening fans’ connection to the sport and encouraging ongoing participation.

“We’re incredibly excited to partner with Podium and bring something truly fresh and engaging to a younger generation of sports fans. Leveraging their vast horse racing data, we can deliver innovative, data-driven games, that not only entertain, but actively engage a new audience of fans who are seeking more interactive and dynamic ways to enjoy their favourite sports.” — Paul Cobley, Director of Gaming at Dizplai.

Quote from Danny Speck, Business Development Executive, Podium – “We’re delighted that Dizplai chose us as their horse racing data supplier to partner with to help add to their platform. It’s great to see the emergence of racing within the gamification space, and we are looking forward to collaborating with Paul and the team going forward.”

Increasingly considered as the ultimate fan solution for live sports owners and creators, Dizplai fuses tech, creative and content experiences to create engaged communities for sports brands and organisations. Every day, millions of sports fans tune in to live broadcasts, which have been enhanced using the Dizplai platform, from companies as diverse as Sky Sports, ECB, World Archery, GoalHanger, Liverpool FC, William Hill and The United Stand, Global Fan Network.

You can visit Dizplai at https://www.dizplai.com/

Podium is pleased to announce the extension of our official distributor agreement with the Greyhound Board of Great Britain (GBGB).

Committed to maintaining the highest standards of accuracy and timeliness, Podium will ensure that the large number of distribution network customers will continue to receive the reliable and detailed Greyhound racecard information they depend on.

The information, supplied by GBGB to Podium for distribution, shall include, along with the standard Dog information: meeting IDs, off-times, greyhound placing, starting prices, Race times, trap numbers, comments in running and going allowances.

On the agreement, Mark Moisely, Commercial Director for the Greyhound Board of Great Britain, said, “Our ongoing agreement with Podium highlights the solid relationship we’ve developed over the years. We are dedicated to ensuring our partners receive exceptional content and services, with Podium being essential to GBGB in achieving this goal”.

Eugene Delaney, Director of PA Betting services, commented, “We are thrilled to remain an official distributor of pre-race data for the Greyhound Board of Great Britain. I am excited to see our partnership continue to thrive and strengthen over the coming years”.

Podium has further strengthened its relationship with Smarkets by signing a new multi-year deal. We will continue to deliver fast and reliable UK, Irish, and selected international Horse Racing content, as well as UK greyhound racing data, to Smarkets and its sportsbook, SBK.

Smarkets, which has relied on Podium to deliver first-class racing data for over a decade, was originally founded as a betting exchange and has grown in recent years to include the launch of a fixed odds Sportsbook, SBK. Podium is proud to support Smarkets as its business continues to grow from strength to strength. This new deal demonstrates our commitment to remaining at the forefront of racing content for Smarkets and SBK.

Adam Baylis, Marketing Director at Smarkets, said, “We are delighted to be partnering once again with such a well-respected data provider. Continuing to work with Podium was the obvious choice, especially when it comes to racing content. We wanted to keep providing our customers with high-quality data they can rely on, and Smarkets is known for delivering accurate and reliable data.”

Niamh Richardson, Account Director at Podium, said, “We are thrilled to continue working with Smarkets and to support them as a business. As the world’s leading supplier of horse racing data and content, it’s great to see businesses like Smarkets choose to stay with us long-term. It’s a testament to the value they place on working with reliable and trusted suppliers.“

Podium, the world’s leading supplier of horse racing data and content, is delighted to announce it has extended its long-standing partnership with Flutter Entertainment plc, entering into a new multi-year agreement that will run until 2028.

Partnering with global racing rightsholders, Podium powers the horse racing and greyhounds’ industry through its diverse distribution platform and will continue to be at the forefront of racing for Flutter’s flagship brands that include FanDuel, Sky Betting & Gaming, Paddy Power, Betfair, Sportsbet and Sporting Life.

The deal secures Flutter access to Podium’ market-leading delivery platform delivering more than 50,000 race meetings per year, spanning both domestic and a host of international territories in addition to unlocking access to Podium’ real-time news, multi-jurisdictional race previews, tips, and in-depth betting analysis.

Eugene Delaney, Director of Podium, said “We are proud to play such an integral role for Flutter. We are excited to be extending our partnership with such an esteemed global brand who continue to see their coverage and demand grow, the Podium’ extensive range of services will continue to support this.

Dan Barrett, Head of Commercial at Flutter Entertainment plc, said “We are pleased to have renewed a long-term deal with Podium. Podium hold close relationships with racing’s global rights owners, and we value their extensive range and quality of racing coverage. We look forward to working together with Podium as we develop our racing products further.”

Podium are proud to announce that it is the official provider of UK and select international horse racing data and UK Greyhounds for the newly launched Betano UK. Furthermore, the services provided to Betano by Podium, includes Timeform’s premium tipping content.

This partnership marks a significant milestone in Betano’s expansion into the UK market, ensuring that its customers will have access to the most accurate and comprehensive racing data available.  Betano is one of the newest brands to join the BVGroup, which already has a long-standing relationship with Podium, with brands BetVictor, Parimatch and talkSPORT Bet.

The launch of Betano UK is a strategic move that underscores Betano’s growth ambitions and commitment to delivering top-tier betting services to a new audience. With Podium as a trusted partner, Betano is well-positioned to become a leading player in the UK racing betting market.

“We are excited to launch Betano in the UK and to partner with Podium, whose reputation for excellence in racing data is unmatched,” commented Eoin Ryan, Director of Sportsbook and E-Gaming at the BVGroup, “This partnership will allow us to offer our customers at Betano UK the best possible racing betting experience, with the most accurate data at their fingertips.”

Using Podium for Betano was a natural progression and a common platform ensures the same high-quality experience that BVGroup customers are accustomed to when it comes to racing.

Niamh Richardson-Graham, Account Director at Podium, said, “We are delighted to further strengthen our relationship with the BVGroup on the UK launch of Betano, and to offer them our exceptional Racing Data. I look forward to seeing what’s next for the BV-Group as they continue to grow from strength to strength”.

Podium, the leading supplier of horse racing data and betting content, has agreed a new deal supplying BoscaSports with racing data and content until 2028.

The new agreement will see Podium market-leading delivery platform provide its extensive range of betting products and data services to BoscaSports, one of the industry’s leading providers of digital solutions for retail environments and racecourses.

BoscaSports will utilise Podium global offering of horseracing and sports content, powering a variety of digital display products for racecourses and LBO’s across the UK&I and Europe, enabling customers to access engaging insights, statistics and tips.

Keiron Muir, Account Director at Podium, said, “We are delighted to have agreed a new long-term deal with Bosca. Utilising our content, they have developed an array of interactive digital products transforming the retail experience and showcasing racing in a way that will promote the sport and engage new audiences”.

Eugene Mitchell, CEO at BoscaSports, said, “We are committed to providing dynamic digital solutions to the racing industry, and to achieve this we must have the best-in-class data and content. Podium extensive range of data and content ensures we can continue to innovate and provide world-class products to our partners”.

Podium are thrilled to announce a groundbreaking partnership with Liderform, the premier specialist racing form publication in Turkey. This multi-year agreement marks a significant milestone in the evolution of international racing, as Liderform integrates Podium’s pre-race stats and tipping from nine prominent racing regions into their own tipping product. The collaboration aims to enhance the quality of international racing coverage, offering Turkish audiences access to top-tier insights and analysis as they engage with racing through approved Tote partners.

With this alliance, Liderform solidifies its commitment to delivering unparalleled racing content to its customers, leveraging Podium’s expertise in pre-race analysis and tipping to augment their existing offerings. By incorporating Podium’s comprehensive data and insights, Liderform seeks to enrich the experience of Turkish racing enthusiasts and foster a deeper engagement with unparalleled insights and analysis across international racing events.

Richard Duncan, Head of Business Development & Strategic Partnerships at Podium, expressed his enthusiasm for the partnership, stating, “This partnership with Liderform presents an opportunity to promote Podium’s pre-race tipping and statistical content, which has a proven track record of success in domestic markets, to new international audiences. We couldn’t be more excited to work with Liderform to enhance their market-leading form products.”

The collaboration between Liderform and Podium represents a strategic alignment of two industry leaders, each renowned for their commitment to excellence in racing content. Murat Akyer, CEO of Liderform, emphasised the significance of the partnership, stating, “The breadth and quality of pre-race international form, stats, and tipping content made Podium the obvious choice to enhance our leading form solution. This collaboration not only enhances Liderform’s position as the leading Turkish provider of racing form solutions but also underscores our dedication to innovation and delivering value to our audience.”

Podium has agreed a deal to supply racing data to the Tote for a further four years.

As part of this agreement, Podium will continue to serve as a supplier of UK and select International Racing Data for the Tote. This will enable their valued customers the opportunity to access the wealth of dependable, accurate, real-time data, for which Podium is known for.

The content offering supplied by Podium includes Race Cards, premium vector silks, live betting odds, results, and access to our Early Price Feed. This partnership showcases the shared commitment of both companies for innovation, excellence, and customer satisfaction.

Niamh Richardson, Account Director at Podium, said: “We are delighted to continue to work with the Tote and to provide them with our best-in-class Racing Data. I look forward to seeing our relationship grow from strength to strength”.

Kev Matthews, Head of UK Commercial Partnerships at the Tote, said: “We are thrilled to partner once again with Podium and to bring our customers the most comprehensive and up-to-date UK and select International Horse Racing Data. By collaborating with Podium, we ensure that our users have access to accurate and reliable information, enhancing their experience with the Tote.”

PA Media Group has today appointed Emily Shelley as its new Chief Executive Officer, the first woman to lead the business in its 155 year history.

Shelley, who was formerly MD of PA’s stock imagery agency Alamy and a board member, began her career with PA as a graduate trainee 25 years ago.

She replaces Clive Marshall, who announced his retirement last year after 14 years at the helm and takes charge as PA continues to grow and expand its portfolio of businesses.

Shelley, who steps into her new role in the coming weeks, said: “When I joined PA as a grad trainee in 1999, I knew this was an organisation where I could build my career. It’s a huge honour to be given the opportunity to take charge of an organisation I love and a brilliant team I respect and care deeply about.

In the rapidly changing media world PA’s combination of maintaining traditional journalistic excellence and embracing cutting edge technological innovation is, in my view, key to our continued success.

I’d like to thank Clive personally for his leadership and support and his role in overseeing our transformation from national news agency to international multi-media business.”

PA Media Group Chairman Murdoch MacLennan said: “Emily’s appointment is a tribute both to her remarkable skills and to the strengths and depth of PA Media Group. That she started her career with the business 25 years ago as a graduate trainee is something of which she and we are enormously proud.

Emily’s appointment will ensure we build on the success of Clive’s tenure. We wish her every success and thank Clive for his outstanding service.”

Outgoing CEO Clive Marshall said: “I’ve worked closely with Emily for many years and I couldn’t be happier with the board’s choice of her as my successor. I’ll be leaving the ship in safe and talented hands. I wish her and the entire PA team the very best for the future.”

Shelley began her career at PA as a news production trainee and worked in several editorial roles before launching a digital showbiz news service in 2006 as Showbiz Editor. She became Features Editor in 2007, before moving into various commercial and management positions within PA.

In 2013, Shelley was instrumental in launching a new bespoke content service for corporate clients, and played an integral role in the acquisition of content agency Sticky, then becoming its Managing Director.

After six years at Sticky, Shelley was appointed MD at Alamy to lead the expanding global platform, post-acquisition. In 2022, Shelley was appointed to the PA Media Group board.

Her rise to CEO is a powerful reflection of PA’s record for retaining staff and progressing careers.

For further information contact Amanda Willard, Group Head of Communications: amanda.willard@pamediagroup.com

Leading innovators in the world of horseracing, Podium and BetMakers Technology Group (“BetMakers”), proudly announce the launch of their new revolutionary platform (The AdVantage Platform), the most comprehensive solution designed to revolutionise the racing experience. The cutting-edge AdVantage Platform seamlessly integrates data, content, trading, streaming and editorial to create an unparalleled global experience.

The new AdVantage Platform addresses the complexity of the racing industry, streamlining the process and providing a unified platform for global racing. Podium and BetMakers have leveraged their combined expertise to develop a user-friendly all-in-one solution to cater for the needs of all horseracing punters.

The key features of the AdVantage Platform include:

Data Integration: Full data access to global racing from all key territories with relevant licences.

Trading and Managed Services: A fully outsourced risk and trading solution can deliver a complete and customisable racebook with fixed odds, managed trading, and pari-mutuel features very quickly, supporting sportsbooks on up to 6,000 races per week.

Editorial, Content and Tipping Hub: Enjoy an immersive experience with content to support all global racing territories, including branded premium tipping.

Live Streaming: Watch live low latency global racing through our integrated streaming player.

Rapid Sportsbook Integration: The embedded AdVantage racebook solution will seamlessly fit into existing player account management and sportsbook platform architecture, enabling operators to get to market fast and maintain a market leading offering, with Podium and BetMakers taking care of upstream integrations and pricing.

BetMakers and Podium believe this platform will not only simplify the experience, but the fully integrated white-label platform comes with the full user journey and racecard styling that enhances the user experience whilst accepting and settling all wagers.

Speaking about the collaboration, Jake Henson, CEO of BetMakers, said, “BetMakers are proud to partner with Podium, a world-class organisation whose services are widely recognised as market leading, to bring this revolutionary platform to the market. The AdVantage Platform brings together the strengths of both businesses while simultaneously offering rights-holders and racetracks a new turn-key path to more operators and more regulated markets”.

Eugene Delaney, Director at Podium, said: “We see this as a great opportunity for not only our existing clients but also new entrants, as it offers a best-in-class, always-on approach that is fast and easy to implement, removing all the complexity usually associated with racing.

“We are very excited to bring this to market, fully white labelled with trading and risk management, content, editorial & tipping, that has the flexibility in an evolving marketplace.”

The AdVantage Platform will be showcased at ICE in February by Podium (Stand S1-221) and BetMakers.

Podium, a leading provider of multimedia solutions for the betting industry, is thrilled to announce its partnership with 10Bet. This new agreement entails the supply of UK and Irish Horse Racing Data, as well as UK Greyhound Racing Data, over the next three years.

This announcement marks a significant milestone for Podium, reinforcing its position as a trusted and reliable source of racing data. The partnership will not only ensure the continuous supply of top-tier data to 10Bet, but also open doors for future collaborations, leveraging Podium’ expansive racing and editorial coverage.

Richard Store, Senior Account Director for Podium said: “We are delighted to continue our journey with 10Bet. Our commitment to accuracy, speed, and broad coverage is reflected in our services, and we’re thrilled to sustain this momentum in our partnership over the next three years.”

Yatir Gal from 10Bet shared his optimism about the renewed contract, stating, “Extending our contract with Podium was a no-brainer. Their consistent delivery of thorough and dependable data is unmatched. We’re eagerly looking forward to the new possibilities this strengthened partnership will bring.”

Looking ahead, Podium aims to expand its services under this partnership, providing enhanced racing content and coverage from other territories. This growth is a testament to the company’s commitment to exploring new markets and products.

Podium has agreed a deal to provide horse racing content to innovative UK sportsbook CopyBet.

CopyBet is a relative newcomer to the UK sports betting market, having launched its sportsbook offering in the second half of 2021. As well as offering a range of sports betting markets, it also has a unique tipster offering, with players able to automatically copy the bets of leading tipsters or even become tipsters themselves.

The partnership will see horse racing offered to CopyBet’s player base for the first time, with its players now able to access a competitive offering of UK racecards, race-day fixed odds and results, all powered by the market-leading racing distribution platform of Podium.

Richard Duncan, Head of New Business for Podium, said: “With our own roots firmly planted in tipping and sports copywriting, it was refreshing to work with an operator that has such a unique way of boosting and rewarding both tipsters and ‘copiers’.”  

Anton Ivanov, Director of Business Development for CopyBet, said: “According to Gambling Commission figures, thoroughbred racing accounts for about one-third of all online sports wagering in the UK, so it was an obvious move for us to begin offering the sport to our player base.

“Podium’ broad range of content, coupled with its flexible commercial approach, enabled us to feel completely confident about our horse racing launch. Its flexibility and existing integrations with our technology providers made it the perfect choice for the supply of racing to our brand. We are now also looking to launch greyhound racing at a later date.”

The CopyBet announcement comes just weeks after Podium was chosen as partner to up-and-coming sportsbook Midnite, which was also offering racing for the first time.

Podium, the world’s leading supplier of horseracing data and betting content, has announced a new partnership with up-and-coming sports betting platform Midnite. The cornerstone of this partnership lies in the supply of comprehensive UK horseracing data by Podium to Midnite.

The partnership ensures that Midnite’s users will have access to the most accurate, timely, and official data. Horseracing has long been at the heart of sports betting and with this collaboration, Midnite is set to enrich its horseracing offering by leveraging Podium’ cutting-edge data solutions.

Daniel Qu, Founder of Midnite: “We are delighted to have signed an agreement with Podium’, taking advantage of their premium UK horseracing content. Access to high-quality UK horseracing data will enhance our platform, whilst providing our users with a competitive edge. We look forward to working with them closely as we develop our platform further.”

Danny Speck, Business Development Executive: “We’re really excited to add another UK-facing sports betting brand to the long list of clients who already trust Podium to power their 24/7 horseracing service. We are looking forward to working together on future collaborations and overseeing Midnite’s growth with the help of the data that we provide.”

Podium, the world’s leading supplier of horseracing data and betting content, has announced a new long-term partnership with Oddschecker.

The new 5-year agreement will see Podium’ market-leading delivery platform provide its extensive range of betting products and data services to Oddschecker, one of the industry’s leading price comparison sites.

Oddschecker will utilise data and content for domestic horse racing, including race verdicts, comments and tips delivered through Podium’ racing distribution platform to power their horseracing product.

Keiron Muir, Account Director at Podium, said: ”We are delighted to be extending our partnership with such an esteemed brand for a further 5 years. We are looking forward to working together on future collaborations and will continue to support Oddschecker’s global coverage and growth.”

Jamie Pinner, VP of Marketing at Oddschecker Global Media, said: “Podium are a key partner who we know we can rely on to deliver quality and reliable horseracing content. We are pleased to be partnering once again with such a well-respected supplier.”

Podium, the world’s leading supplier of horseracing data and betting content, is excited to announce a long-term partnership with Racecourse Media Group (RMG).

The new 5-year agreement will see Podium’s market-leading delivery platform provide its extensive range of betting products and data services to RMG’s broad portfolio of partners. Podium will collect and distribute Race Day Data for over 750 RMG fixtures every year, including RMG’s flagship events such as the Cheltenham Festival, the Randox Grand National, the Betfred Derby, the Qatar Sussex Stakes, the Juddmonte International Stakes and QIPCO British Champions Day. The agreement will see Podium power the Racing TV website, App, & TV channel with both domestic and international racing content.

The continued collaboration between the two companies will further strengthen their position in the betting industry and reinforce their commitment in delivering high-quality racing content and services to customers worldwide. As part of the agreement Podium will also distribute RMG’s ‘in-running’ service to bookmakers from RMG racecourses, further enhancing the racing experience for customers. RMG’s new in-play betting feed has been successfully launched with BetVictor and its brands, Parimatch and TalkSPORT BET, along with William Hill, with RMG already seeing promising incremental turnover.

Ed Gretton, Director of Racing at RMG, said, “The renewed agreement with Podium is a testament to the strong partnership we have built together. We are committed to providing our partners with the best possible racing content and services, and Podium is a key partner in delivering this for RMG.”

Eugene Delaney, Director of Podium, said, “We truly value our long-standing relationship with RMG, with Podium now delivering RMG content to over 120 customers. We are committed to providing the best service to RMG and our bookmaker partners, and we are committed to continuing to drive innovation and customer satisfaction in the future.”

Podium has bolstered its relationship with William Hill, one of the world’s leading betting and gaming companies, by continuing to provide them with UK and select International Horse Racing Data, as well as UK Greyhound Data. This includes race cards, premium vector silks, live betting odds and results, in conjunction with access to PA’s world-renowned Sports Editorial News Content.

This renewal highlights the strong and long-standing partnership between Podium and William Hill. Likewise, this agreement reinforces Podium position as a leading provider of high-quality Racing Data content to the global betting industry, whilst enabling William Hill to provide its customers with unparalleled access to the latest accurate racing information and insights.

Niamh Richardson, Account Director at Podium said, “It is great to continue our successful partnership with William Hill and we are elated to have secured yet another agreement with them. By choosing to work with us again, Hills have demonstrated how vital official and accurate Racing content is to such an esteemed company. We look forward to continuing to provide William Hill with the high-quality service they have come to expect from us.”

Simon Kew, Director of Horse Racing P&L, at William Hill said, “We are pleased to have extended our partnership with Podium and to be able to continue to give our customers the best quality Racing Data and content available. This new agreement supports our commitment to providing our customers with a first-class betting experience.

Podium has announced a new multi-year partnership with No House Advantage, a Miami-based fantasy sports brand, to provide premium Formula 1 content to their platform.

As part of the new agreement, No House Advantage will receive real-time Formula 1 data, including fixtures, results, lap-by-lap updates, driver profiles, championship standings and other vital statistics.

The partnership with No House Advantage highlights the extensive range of sports data available through Podium. This new partnership is a significant milestone for Podium, demonstrating their ability to offer a broad range of sports data and services to meet the needs of their clients. Podium is committed to providing the most comprehensive and up-to-date information for sports enthusiasts, and this partnership with No House Advantage is just one example of their dedication to this goal.

Both Podium and No House Advantage are looking forward to a successful and mutually beneficial partnership over the coming years, bringing the best of Formula 1 to fantasy sports fans.

Danny Speck, Business Development Executive said “We’re really excited to help power No House Advantage’s fantasy sports platform and add Formula 1 content to their growing list of sports on offer. It’s great to add another brand to the long list of clients who receive Podium’ sport data. I am looking forward to seeing our partnership with No House Advantage develop and see them grow their product even further.”

Kevin Koeppel, Founder & CEO said “We are delighted to have signed a multi-year agreement with Podium’, taking advantage of their premium Formula 1 content. Podium made the on-boarding and integration process for their service seamless, we look forward to working with them closely as we develop our platform further”.

Podium has teamed up with DAZNBET to provide fast, reliable pre-race and race-day data, including fixed odds for horse racing and greyhounds through its market-leading racing distribution platform – in a new multi-year agreement.

The launch of DAZNBET’s own sportsbook in August with a packed multi-sport schedule that includes football & tennis. Joining the biggest names in the industry, the move into racing recognises the importance of both racing and greyhounds for bettors in the competitive UK & Irish markets.

Under the new agreement, DAZNBET will unlock access to Podium’ multi-jurisdictional racing distribution platform, delivering more than 50,000 meetings per year and spanning a schedule from the US & Latin America, UKI & France through to South Africa & Australia.

DAZNBET’s UK launch demonstrates a renewed confidence for new entrants into the UK & Irish market and identifies Podium as an excellent partner to help navigate the complexities often associated with launching a regulated racing and greyhounds product.

Managing Director UK for DAZNBET, Shane McLaughlin said “Podium’ consistent pre-race, race-day, and fixed odds racing coverage of over 50,000 events per year, paired with their close relationships to racing’s global rights owners made them a great choice for a partner – in a new multi-year agreement. “

Head of Business Development & Strategic Partnerships, Richard Duncan said, “We’re thrilled to add another flagship brand and household name to the long list of clients who trust Podium to power their 24/7 racing and greyhound service. As the Global Home of Sports, the DAZN entertainment ecosystem is first-rate. Having recently added betting to its platform with the launch of DAZNBET, the brand quickly understood the importance of working with the right supplier to add racing to its line-up.”

Podium have further strengthened their relationship with the BetVictor Group, by signing a multi-year deal to deliver horse racing content, including UK, South African, and Japanese data, to their newly acquired partner talkSPORT BET.

On-air since the Millennium, talkSPORT radio broadcasts 24 hours a day, 7 days a week, and is the world’s biggest sports radio station. Over 2.9 million people tune in every week, listening for 18.4m hours a week, talkSPORT provides the perfect platform to enter the betting world.

The BetVictor Group, who have recently partnered with talkSPORT BET to deliver a betting experience to those who are already fans of talkSPORT radio, have trusted Podium to deliver first-class racing data for several years. Using Podium data for talkSPORT BET was a natural progression and a common platform ensures the same high-quality experience that BetVictor customers are accustomed to receiving when it comes to racing, is shared across its partners.

Eugene Delaney, Director at Podium, said: “We are pleased to be the chosen partner of talkSPORT BET in their newly launched sportsbook. Being a key partner of BetVictor for many years, it’s exciting to see how they have diversified and continue to grow”.

Eoin Ryan, Director of Sportsbook at BetVictor, said: “We are happy to be partnering yet again with such a well-respected data provider for talkSPORT BET. Choosing to work with Podium made sense to us, as we can always rely on them to deliver accurate and quality data to our customers. We wanted this reliability of service for talkSPORT BET and its customers.”

SBC speaks exclusively with Podium’ Business Development Executive, Danny Speck, about AdVantage, their newest product that is poised to transform the racing experience, and the frequent questions posed from clients.

What exactly is AdVantage?

We wanted to make it easy for operators to unlock the expansive wagering opportunities that collectively racing can offer, while simultaneously removing various obstacles of knowledge, technology and risk along the way.

AdVantage is a full stack, hosted turn-key solution for wagering operators of all sizes[KM1] . Out of the box we can offer pre-race early prices, traditional win, place & derivative markets for more than 250,000 races per year spanning thoroughbred, harness and greyhound racing.

AdVantage simply brings the best of Podium data, content alongside the BetMakers quality wagering technology together into a single easy to integrate embed solution.

If you’ve been wondering how to launch racing or have a racebook but lack access to the expertise or tech required to scale your racing business, AdVantage is for you.

In summary then AdVantage is a fully hosted racebook, able to slot into existing platforms on web?

Through AdVantage we offer operators a fully hosted, customisable front end that will fit seamlessly into existing sportsbook architecture to look and feel like an organic part of the platform. The customer facing front-end features low-latency live streaming, fixed odds and pari-mutuel wagering options alongside our best-in-class tipping, racing editorial, statistics and visualisations that are designed to increase bet conversion. We integrate with existing wallet solutions in the same way as a casino game supplier, in as little as 8-weeks.

On the back end, trading, risk and customer support is managed around the clock by our expert racing teams based in the UK & Australia.

For those looking for a deeper integration, all front-end functionality is also available via an API.

What are the challenges for operators looking to launch or scale their racing product and how exactly does AdVantage simplify the process?

Racing requires specialised understanding and knowledge of the subject; fees can be expensive, and the abstract rules of racing usually don’t follow any other sport meaning technical integration is often a large commitment. The sport also attracts sharp bettors that can further squeeze operator margins.

Through our years working at the heart of global racing, we were able to work with partners to consolidate racing pre-race, fixed odds and live streaming content in one platform. To this we added our own bet engaging visualisations plus immersive stats and expert tipping from our exclusive partner Timeform, to deliver an off the shelf end-to-end, best in class racing MTS capable of accommodating the technical nuances of the sport.

What specific global coverage does AdVantage offer to its customers?

AdVantage offers unbeatable global coverage spanning six continents and covering all premium thoroughbred, harness and greyhounds racing meetings worldwide. With access to almost 5,000 races weekly, ensuring a diverse portfolio of content from the UK, US, Australia, Japan and France, enables us to tailor to regional preferences enabling operators put content that meets specific market demands first.

Is AdVantage tailored exclusively for established operators and iGaming platforms, or does it also support newcomers?

AdVantage is the ultimate equaliser across all levels of experience in the industry. Whether you’re an established operator, iGaming platform, or a newcomer, our platform has something valuable to offer.

AdVantage provides new entrants with the tools to compete with seasoned operators whilst also mitigating the risks inherited in racing trading. Simultaneously, established operators can benefit from expanded content offerings, leveraging AdVantage to redistribute trading resource, fuelling additional growth elsewhere.

With a fully outsourced risk and trading solution and a customisable racebook featuring up to 5,000 races per week, AdVantage gives the confidence that you have the competitive edge you need to succeed with racing.

With a regulated Brazil now in sight, Richard Duncan, Head of Business Development at racing odds and data provider Podium, assesses the potential for the sport to become a key product in this emerging market

With the last few months having seen Brazil’s sports betting bill clear all the hurdles needed to finally be signed into law, many in the sports betting world have understandably taken a keen interest in the possibilities offered by South America’s largest country.

The home of footballing greats Pelé and Ronaldo and boasting more World Cup titles than any other country, Brazil’s passion for and the resulting potential of football betting is clear. There are a number of parallels to be drawn between a market such as the UK and Brazil when it comes to football. For one thing, the similar level of devotion among the fan base looks set to ensure that football will easily remain the biggest betting turnover generator in Brazil, as it is in the UK.

What’s less clear is how likely racing is to come anywhere near the second place it holds in the UK market, where it accounted for 36% of remote betting turnover in the last set of official Gambling Commission statistics. However, there are a number of comparisons that can be made between the UK and Brazil when it comes to racing. For example, there’s a hardcore fraternity of horse racing fans and many more casual racegoers, those who are likely to view a day at the races as much in terms of the experience as the opportunity to have a flutter. Not to mention that Brazil boasts the third-largest horse population globally. The thoroughbred industry has been growing steadily since the 1990s, with notable group one winners such as Siphon, Sandpit and, more recently, Bal a Bali elevating the breed’s prominence.

But there’s a huge difference in the local availability of racing. While Brazil’s enormous size makes it the fifth largest country in the world and its population of more than 215 million makes it the seventh most populated, it has just four racetracks, albeit these are well-attended on race days. The UK, ranked 80^th by land area and 21^st by population, meanwhile, is home to 59 racecourses.

This disparity goes some way to explaining why football is taking the lion’s share of sports betting turnover in Brazil despite currently being unregulated, while racing takes a fraction of this even though it’s been legal for many years.

Online operators could be doing more to cash in on local racing than they currently are. The key to making the most of the Brazilian opportunity is educating the local population on the benefits of betting opportunities that the sheer volume of international races affords and cross-selling this to keen sports bettors.

Filling the gaps

Because while football is unlikely to lose its crown as the most popular sport among Brazilian bettors, the problem with football, NFL, basketball, MMA, golf, tennis and everything else, is that there are so many gaps in the schedule. And once the significant licence fees outlined in the bill currently making its way through Brazil’s parliamentary process have been paid, both local and foreign operators are likely going to need to optimise their product with as little downtime as possible in order to justify their investment.

Racing has the edge over all other sports because on a global basis there exists a full calendar where there is always something to bet on.

In the UK and Ireland we’ve already seen this approach used to great effect with the relatively recent introductions of North American, French, South African, Australian and Asian racing for domestic audiences. This secondary content does well as it lands in either prime leisure hours or is filler at weekends or for poor weather conditions. The increasing globalisation of racing was, in fact, one of the key reasons for our acquisition of Asian racing data provider iRace Media in the second half of last year.

In this respect, foreign operators, some of which have established a foothold in Brazil prior to a regulatory regime and are savvy with this approach used in established markets, may have an edge over others, simply because they’re experienced with the product.

Brazil is likely to be the same as any other fledgling market in the sense that if a company has just started offering a legal gambling product, they are likely going to have greater comfort in offering products to bet on that they are familiar with. Another challenge which could stifle the obvious benefits of adding racing at volume.

Mitigating the risk

In conversations our team has had with operators in emerging markets such as Brazil, Latam and Africa, the racing knowledge gap is an issue that’s come up repeatedly. They could easily integrate with a data provider such as ourselves from a technical perspective, but they may not fully understand the data they are looking at and some worry this leaves them overexposed.

There are a number of things that make racing more challenging than other sports to trade. For a start, the vernacular used in racing is not something that everyone understands if they’ve not been exposed to it before. In addition, a lot of operators fear racing because while they believe it can make them good money, they know there are people out there, professional punters and big racing syndicates, that know more about racing than their own traders.

This view is not unique to Brazil or even new markets, it’s something we also hear in our core markets and it possibly goes some way to explaining why new operators sometimes take every sport on offer before they get to racing. But inevitably, most take racing at some point because the volume on offer is too great to ignore. However, one recent shift worth mentioning is that more operators new to racing are opting for a platform partner or pricing partner to avoid being exposed to risks they aren’t comfortable with.

This is something that may be even more attractive to operators in emerging markets like Brazil given their lack of experience with global fixed odds racing to date. One thing that may work in their favour is that the country’s bettors would also appear to lack the maturity shown in established markets when it comes to the type of bets they are placing.

For instance, virtually all of the bets taken on football in Brazil are multis, which are bad for punters but which operators love as they are high margin and low risk. A diverse racing portfolio similarly has the potential to deliver high margins for operators and keep players engaged year-round, meaning the product could be just as successful in Brazil as it is in many more established markets.

Richard Duncan is Head of Business Development at Podium. He has been with parent company PA Media Group since 2002, with the bulk of his career having been spent working in its racing team.

Content marketing is fast becoming a vital component in the drive to make your brand stand out in the marketplace according to Richard Duncan, Head of Business Development and Strategic Partnerships, Podium. But crucially, there are some challenges to address if you want to strike the correct balance.

SportsHandle has reported the cost of acquiring customers has been steadily on the rise since late 2020 while over the same period customer loyalty, as bettors become more educated, is on the decline. This two-fold problem can present an interesting challenge in both emerging and mature markets. Simply put, with increasing competition, how do you make sure your brand stands out from the crowd?

Whether you’re focused on acquisition or retention right now, according to Google, content is one of the top three factors that influence search engine rankings. This means the quality and relevance of your platform’s content can directly impact its visibility in search results and ultimately your ability to attract traffic and engage users. It’s easy to see why many operators and affiliates are turning to content marketing as a viable method of driving customer growth and reducing churn. However, it’s not without pitfalls.

Having great content is one thing but what else do you need?

A recent study by Stackla showed 79% of people felt their purchasing decisions were directly influenced by the authority and expertise of the author. Adding to this, HubSpot found companies posting four or more times a week received almost 3.5x more traffic while Nielsen Norman Group said only 20% of content on a page is read.

In summary: you need quality content and authority in the expertise of the poster. It needs to be easy to scan, highlighting the most important information, and you need the ability to scale and post regularly. If you really want to drive conversion, you may want to go the extra mile and also consider personalisation (a 30% increase according to Epsilon) and interactivity (a two-fold increase according to Demand Metric).

While content marketing isn’t new (it’s been around since the late 90s), most if not all of us will interact with it in some way daily, be it through social media or your favourite sports blog. A lack of understanding or expertise can often result in effort and resources being spent in the wrong areas leading to poor results.

Duncan explained: “We made the move five years ago from pure sports reporting towards what is today a dedicated editorial team of sports betting writers, supported by a core of specialist data analysis and graphic design staff. Over that time, we have perfected the art of combining these skills to create bespoke content and visuals that are optimised for search and deliver results daily for brands such as bwin, Ladbrokes and Coral.”

Compared to generalised content marketing, bespoke betting editorial has its own nuances and differs in that it is rich with tipping, insight and opinion as the golden threads running throughout each piece in order to educate, inform and activate the reader.

But, as with all content marketing, a betting article by a named author with credible social media presence can be used to effectively improve visibility in SERPs, increase dwell time and conversion. This often has the associated benefit of the reader viewing themselves as better-informed and more likely to be confident when placing their bet. In some cases, resulting in higher stakes wagering in addition to greater conversion.

Why give your audience a reason to leave? – they might not come back

With lines ever more blurred between media and betting, great content has never been more important, and the industry is starting to see a shift by brands aiming to retain audiences in their ecosystem. We only need to look back to last September when Shay Segev, DAZN Group CEO, announced in his keynote speech at SBC Barcelona that DAZN’s move into betting was part of a broader strategy to retain customers in the DAZN product suite.

And with other household names such as Fox, theScore, Barstool Sports and LiveScore making similar moves, it can be challenging to find knowledgeable talent to compete.
Duncan added: “We find that creating high-quality, engaging content is critical for attracting and retaining users as well as improving key metrics such as search engine visibility and driving conversion. The best way we have found to deliver this for our customers is through the combination of named authors with high credibility, authority and domain expertise to give readers and search engines the validation and experience they need.

“Our expertise in content writing and strong ties to global sports media affords us vast reach into global talent pools. We are uniquely placed to help customers scale, delivering localised and personalised content for sports betting fans in the highly competitive emerging and maturing markets of Latin America, the US and Canada but also in mature markets such as the UK/I and Australia.

“Our network enables us to offer native content written in local languages and vernacular at scale and that performs better than translation services while at a price point that is highly competitive.”

In celebration of International Women’s Day 2024, Podium’ NiamhRichardson reflects on the positive changes for women in racing in recent yearsand explains what is needed to make it a welcoming sport for women.

Woman have worked in male-dominated fields since tie immemorial – whether fighting for their spot on the hunter side of a prehistoric society or, more recently, to achieve pay parity while doing so.

But for many woman who work in racing, it’s just part of our everyday life – in addition to being the only woman on the team at Podium in a sales role, nearly everyone else I speak to in the industry is male.

While i’m very lucky that I work with a supportive team and I am pleased with the work the sector has undertaken to be more welcoming to marginalised groups, we’ve still a long way to go to toward welcoming women more thoroughly.

For the perception of the racing and betting industry to change so that women are encouraged to join, some serious work needs to be done in how we portray the sector. People need to understand that racing isn’t just a jockey, a trainer, a racecourse, and a horse- the sport has so many areas where people of all walks of life can join and feel welcome.

It’s a perception thing

The wonderful strides of jockeys such as Hollie Doyle show what women can do on horseback. Doyle was the first woman jockey to win a French Classic and the first woman to win a European Group 1 Classic. However, it seems that horseracing, much like football, is perceived as a ‘men’s sport’.

For example, according to 2023 data from the British Horse Racing Authority, there are 63 active woman jockeys in the industry in the UK – compared to 363 men jockeys: just 14.7% of the total number. And while other areas of the racing and betting industry, such as data analysis or marketing, have less of a disparity, the overall issue is a pretty glaring one.

It’s interesting, because horse riding is enjoyed by so many young girls, but it seems that as they get older and more serious about riding, so few see racing as a viable career path – and I’d love to see that change.

Of course, the point i’m making has been made before; but sadly, has still never been answered satisfactorily. It’s a simple question, after all: why don’t more young woman view racing as a career choice?

The answer to this ‘simple question’, is, I believe, a lack or representation.

If a child only sees male jockeys, male pundits and announcers and mostly male crowds except for token ‘ladies days’, then she;s not going to envision herself in that seat, is she?

What can cure racing’s ‘no-woman blues’?

I genuinely believe the answer is fairly straightforward: We simply need to attract and retain more woman in the field.

Is it really that easy? History – and other industries – show us that it truly is. The changes needed aren’t particularly onerous or even expensive: things like working withschools, graduate programmes and apprenticeships; showing woman jockeys and female fans on industry advertising and PR materials; and making sure that racing events are catering for female fans.

I’ve thrived in the industry and I want young women to look at racing and see the same opportunities I’ve had.

With just a few simple measures, the racing and betting industry can attract more diversity easily. All we really need is the will and the intention to do it.

For over 60 years, Podium has been the cornerstone of excellence, revolutionising the betting landscape with its unwavering commitment to delivering top-tier data and content. Our legacy is steeped in a rich history of serving the racing and betting community, offering unparalleled coverage in horse and greyhound racing that is unmatched in both speed and precision.

In our recent staff Q&A session, we are delighted to introduce Sean Donkin, our accomplished Marketing Manager. Sean brings forth a wealth of industry experience spanning more than twenty years across various sectors. With a fervour for comprehending customer journeys and a knack for tackling challenges head-on, delve deeper into Sean’s insights and expertise in his Q&A session.

Can you tell us a bit about your background?

I have worked in marketing for over 20 years, for both small SME’s to multi-billion pound businesses across a number of industries. I have been fortunate to work in construction, automotive, energy, hospitality, wholesale and most recently gambling. I have always had a passion for marketing, understanding the customer and their buying journey, whilst being very target driven helps businesses problem-solve to ensure they achieve their targets. Every business I have worked for has posed a significantly different challenge, customer base, geography which has enabled me to be the marketer I am today.

Describe your role at Podium and what it entails.

I am currently working with the team to create a robust marketing strategy that will deliver our targets.  My role will cover all things marketing, from the website & digital to events & comms, to ensure we stay connected to new and existing customers in our industry.

How have you been finding your new role so far?

I have thoroughly enjoyed the first few weeks, getting to know the team, the business, and our products. We have a great team who are very knowledgeable about what we do, the industry, and they have really helped me to integrate into my role. I love their rapport, how they work & how they support each other. They have also been receptive to new ideas as marketing isn’t just one way, but they trust your knowledge & experience to help better ourselves.

From your perspective, what has been the most significant change in the betting world?

Technology is ever-evolving and continually unlocks new possibilities of what a bookmaker can offer a customer, which will also transform how customers engage, access information, track statistics, and interact with media. In the past, checking race schedules and stats meant reviewing newspapers, while placing bets involved visiting a bookmaker’s shop. However, technology has enabled instant access to information, enabling round-the-clock betting on a wide array of both games and sports. Real-time, in-play betting has revolutionised the betting experience, moving away from the rigid options of the past. Today, features like requesting specific bets or pausing certain aspects during live betting are available, show the technological development in the betting experiences evolution. The future of these developments remains uncertain, as who knows what further evolution and innovation will arise.

Looking ahead to the next five years, what changes do you anticipate in the industry?

Artificial Intelligence is growing very quickly, and if it isn’t already then it is the next big thing. I do believe AI will become an industry in itself just like social media, digital, and others, as I think we are only just touching the surface. As to how much and how far AI goes I don’t know, but legislation will play a big part in determining that otherwise anything is possible.

Could you share with us your favourite sports to watch or participate in, and how that passion influences you in work?

I have played sports my entire life – I was mad on Football as a kid, I have a black belt in Muay Thai, I played County Cricket for around 12 years, and now play a lot of Golf. Each of these sports helped me develop a wide range of skills from teamwork, strategy, resilience, and determination, to understanding techniques & focus. Sport is no different to business, in my profession I have to work closely with the team, create robust strategies to achieve, and ensure I am resilient to deliver.

Outside of work, what are some of your hobbies and interests?

I love developing and challenging myself every day, both in & outside of work. My main hobby is Golf – I have a handicap of 1 and I hope one day to get to scratch, which I hope is only a few rounds away.

I enjoy spending time with my family – I am due to become a dad for the first time early next year which I am really excited about.

Content and sports betting data supplier Podium recently announced plans to become the official supplier and managing partner of sports data and content provider Timeform’s B2B services.

SBC speaks exclusively to Podium Director Eugene Delaney and Timeform Director Sebastian Butterworth about the rationale behind the deal.

What was it about Timeform that made it an attractive partner for Podium, and why did this feel like the right deal for Timeform?

Eugene Delaney: Our goal at Podium is to be able to offer a complete global racing product to our customers. While we have extensive data sets and reach, we wanted to be able to offer our customers an enhanced premium racing product, one that the customers of our operator partners would recognise and trust. Timeform is a very credible brand and now we can offer a comprehensive racing package through one single integration, simplifying the customer experience.

Sebastian Butterworth: Podium has a great reputation as the best-in-class international distributor with a unparalleled network. Bringing this together with the globally recognised horse racing brand in Timeform is an obvious fit – and we look forward to bringing the very best horse racing data and content solutions to customers throughout the world.

How will you work together to manage the transition to Podium taking over management of Timeform’s B2B sales?

ED: Initially, the focus will be very much on working with existing accounts and ensuring we provide what is best for them. We will also be looking to bring onboard new customers and we will collaborate on creating a transparent and effective sales process where both parties are aligned.

SB: Our existing customers are our top priority and how we have crafted the agreement with Podium will ensure there is zero disruption to any services. Indeed, existing customers – both those of the PA and those of Timeform, will now simply have a broader list from which to shop – whilst also have expertise from both the PA and Timeform to call upon.

How do you see this partnership benefiting clients of both Timeform and Podium?

ED: One of the challenges within racing is that operators must enter into multiple agreements with rights holders, suppliers, and content providers in order to provide an all-round racing product to their customers. The aim of Podium is to offer an all-in-one solution and adding the Timeform brand is a further extension of that. Not only will we be providing everything an operator needs, but we will also be giving them the opportunity to enhance their product from day one with Timeform’s premium content.

SB: As Eugene says, building an international racing product requires numerous integrations and agreements – sometimes with inconsistent customer facing products and services. All this does make is difficult for operators and media outlets to prioritise, whilst the paying customer is alienated and confused by the inconsistent offering.

This deal will streamline the integration work – whilst also providing an industry leading global horse racing proposition, providing consistency of content to customers irrespective of where and what they are betting on.

What are the previous challenges you have faced with International data, that are now solved by this partnership?

SB: Timeform has a long-established reputation for its accuracy, credibility, and judgement. One of the pillars for achieving such a reputation is to have reliable core data that we can enrich for our customers.

Partnering with Podium gives us core data that we previously did not have access to and subsequently, it creates an opportunity for the delivery of rich Timeform content in new jurisdictions.

ED: We have identified gaps in our international offering and have made steps to close these recently with our acquisition of Asian racing data provider iRace Media last year. Our agreement with Timeform will allow us to work together on our global database to create premium Timeform content for all thoroughbred racing globally.

Do you therefore see this partnership as something that will give Timeform an edge over its competitors when it comes to attracting B2B clients?

SB: 100%. If anyone wants the simplest integration, with the very best, consistent content, there is only one place to come. This new partnership is all about making it easy for businesses to provide a consistent, industry-leading horse racing proposition that works for their customers.

What do you expect Timeform content to look like in five years as a result of this deal?

SB: As well as having more global content, we see this deal as accelerating our overall growth and this will allow us to invest further in all our products. We expect this partnership to create a flywheel effect, such that in five years’ time we will be positioned as the global number one racing content brand.

ED: We see the combination of the Timeform brand and our distribution network as something that will give us the resources to accelerate both companies’ standing in the global racing market. In future, you will see much easier integrations for customers, with localised, visualised and translated content readily available.

In October, content and sports betting data supplier Podium announced the acquisition of racing data provider iRace Media.

SBC speaks exclusively to Podium’ Director Eugene Delaney and iRace Media’s Founder and CEO Steve Levar about the opportunities the deal presents for both sides, the structure of the combined group and how it could potentially grow with further acquisitions in the next few years.

SBC: What was it about iRace Media that made it an attractive acquisition prospect for Podium, and why did this feel like the right deal for iRace Media?

Eugene Delaney: From a Podium perspective, we’ve had ambitions to grow our global footprint and have been looking at regions all over the world. We want to work with partners that have good relationships with official data rights holders. When we were reviewing the marketplace, iRace Media seemed like an excellent fit because its services complement ours, most notably iRace’s complete Asian racing data set and the excellent relationships it has with rights holders. The company became a very high priority on our target list.

Combining both our services to provide an enhanced offering will solve a lot of problems for our customers, because rather than them having to deal with multiple contracts and integrations, we will be able to supply everything across both businesses.

Steve Levar: When I initially discussed this opportunity with Eugene, I recognised a significant advantage in the complementary strengths of Podium and iRace Media. Each possessed attributes that could benefit the other party, and I saw potential to create a synergistic partnership. This strategic union, in terms of data information, will facilitate rapid growth for us.

Whilst we already boasted a high-quality B2B client base, partnering with PA introduces us to clients previously beyond our reach. Expanding on our own via an undercutting strategy would have been a risky game, and potentially unprofitable and time-consuming. However, upon careful consideration of this acquisition, the numbers aligned in our favour. This collaboration will position us to evolve into one of the largest racing data companies globally. The prospect not only allows for substantial growth, but is also supported by the robust infrastructure and backing that PA provides outside Asia, complementing our existing strengths in the Asian region.

SBC: To what extent will PA adapt or change iRace’s offering and strategy in the long term?

ED: iRace is a successful business that has both B2C and B2B capabilities. The B2C team knows exactly what it is doing and is growing that area, so there’s nothing that we need to integrate there. From a B2B perspective, combining both our services to provide an enhanced offering will solve a lot of problems for our customers because we will be able to supply everything centrally.

The main change that customers will see is a global database that will provide access to all thoroughbred races through a single API. We will do something similar with greyhounds in time. We will make changes from a technology and contracting point of view to make it seamless. Ultimately, our partners will see one entity that has global capabilities.

SBC: What can you say about the management structure that will now be in place as a result of the deal?

SL: I’ve chosen to retain an equity stake in the company, a decision integral to my commitment to the business. Unlike entrepreneurs seeking an exit strategy, I was not looking to cash out and retire. My intention, from the outset and continuing into the future, is to foster the long-term growth of the business. Whether we achieve a fivefold, tenfold, or even twentyfold expansion, I aim to be an active participant in that success. This isn’t a straightforward acquisition earnout deal; rather, I envision myself remaining an integral part of the company for an extended period. iRace has demonstrated remarkable success over the 17 years of my ownership, boasting sustained profitability. We were not simply in pursuit of a cash injection, but rather the right partner to catalyse growth.

SBC: The press release announcing the deal mentioned that iRace Media will continue to operate as a standalone business, but to what extent will PA be involved in day-to-day management in the long term? 

SL: Achieving success involves rendering oneself dispensable, and that aspect likely contributed to the appeal for PA. iRace, fortunately, doesn’t hinge solely on my involvement; the team is highly competent and the business is self-sufficient. However, no matter its success, acquiring iRace would have been futile without the right individual at the helm, and fortunately, PA recognised my fit for that role. It has extended its complete support for me to oversee operations in this region.

SBC: How likely are you to look towards further acquisitions in the next few years? If so, which types of businesses will you look to acquire?

ED: Racing is quite complicated as you move from territory to territory compared to other sports, because of the types of integrations and contracts that are required. M&A will always be a consideration when it comes to enhancing our offering, simplifying the process for our customers and/or entering new international territories.

SL: We are open to exploring new opportunities with businesses that bring something new to the table. I have identified several potential candidates that could complement our group in the future. The key criterion is their ability to introduce information or elements not currently within our purview. Investing significant resources in a long-term project is one approach, but acquiring a business already equipped with that information can save time and resources.

Given the ongoing consolidation in the racing industry, I anticipate more opportunities arising in the next year or two. I will engage with the team to discuss potential ventures aligned with the Asian market perspective that could prove beneficial to our overall strategy.

SBC: Where do you expect both Podium and iRace Media to be in five years as a result of this deal?

ED: From a customer perspective, we want the journey to be extremely clean and simple. In future, you will see much easier integrations for customers, enhanced products and localised, translated content. It’s quite exciting combining both sides. The main aim is to simplify the consumer journey with an enhanced offering.

SL: Our objective is to provide comprehensive solutions for clients, eliminating the need for them to gather data from various sources. We aspire to offer complete industry solutions from a singular, trusted and reliable source. The PA brand embodies that trust.

Timeform has announced today that Podium will become the official supplier and managing partner of Timeform’s B2B services.

The Timeform brand is synonymous with the racing industry and is recognised as a leading provider of premium horse racing content, editorial and insight. Over the past 50 years, Timeform has cemented its place at the heart of British racing, with its reputation built on accurate, best-in-class services.

Timeform’s Race Verdicts, Star Rating’s, 1-2-3 predictions and individual horse comments are a staple part of British and Irish Horse Racing. Under the terms of the partnership, Podium will be responsible for selling this valued content both in the UK and internationally.

Podium is now able to offer its clients Timeform’s enriched content alongside its own core data services. Through one single integration, customers will now be able to access Podium global horse racing and greyhound data alongside Timeform’s best in class racing content.

Sebastian Butterworth, Director at Timeform, said: “Timeform sees great opportunity in Podium vast distribution network, and this is what attracted us to this deal. We believe the two companies complement each other perfectly and together we are well-placed to become the number one global racing data and content brand.

“Our shared vision will ensure this collaboration continues to maintain the high levels of accuracy and integrity, synonymous with Timeform. This will be particularly important as we explore opportunities to deliver the Timeform brand to customers across the globe via Podium’ unparalleled international network.”

Eugene Delaney, Director of Podium, said: “Our aim is to provide the best in class and most comprehensive racing product to our customers. This partnership allows our customers to access premium racing content through a single integration, reducing complexity while improving their product offering.

“We see Timeform as the most credible and widely recognised brand when it comes to racing content and believe the addition of its product will be very attractive to our clients.”

The two firms will exhibit together at ICE next week ahead of a full roll out in Q2. Timeform has begun the process of communicating the planned changes with customers.

Podium, through its parent, PA Media Group, has announced the acquisition of leading horse racing data company, iRace Media.

Based in Singapore, iRace Media is a leader in the Asian market, working with B2B customers such as The Hong Kong Jockey Club, Singapore Pools, 4Racing and Tabcorp to promote their racing coverage in the region via a range of data and content services, including form guides and interactive tipping content. Its services are built on the most comprehensive racing database in the region and it specialises in localising and translating its content for each of its customer’s target markets. It also produces the award-winning publication, “iRace”, the most extensive racing form guide for consumers in Asia.

The acquisition complements the specialised racing knowledge provided by Podium and together, the businesses will offer a wider proposition and enhanced value for customers, creating a global racing database and an expanded distribution network.

iRace Media will continue to operate as a stand-alone business under its CEO & Founder, Steve Levar, and will provide expertise of the Asian market to Podium.

Eugene Delaney, Director of Podium, commented, “The combined knowledge and reach of iRace and Podium will be significant for the industry.  Not only does it allow us to reach new customers, but it also puts us in a position to offer a whole new range of services for our rightsholder and bookmaker partners.”

“We are thrilled to embark on this journey with Podium”, said Steve Levar, Founder & CEO of iRace Media. “Through this acquisition, both companies will benefit from shared resources, expanded R&D capabilities, and a broader talent pool, enabling the development of racing solutions which will transform the racing landscape and create new growth opportunities.”